This rebrand of a San Diego-based hip hop studio that serves youth, teen, and adult dancers needed to communicate professionalism as well as the energetic nature of dance. For the new identity I modified Rush One to maximize movement within the logo, and coupled it with Novecento Slab to keep it grounded. The vibrant color palette of purple, orange, red, and blue was taken from edgy street murals within the studio. An all-type solution was used to impart the studio's expertise and avoid breakdancer stereotypes. A series of playful t-shirts with clever dance mantras was desgined to exude the fresh attitude of the studio, while a grid is used to add structure to the class schedule and informative flyers. Deliverables include a new identity, business cards, flyers, and a guerilla ad campaign targeting adolescents.
The guerilla ad campaign is targeted at youths and teens, aiming to inspire them, keep them active, and pique interest in the studio. Chalk diagrams of break-dancing steps were drawn out at local schools, encouraging students to play. The hashtag links to the studio's social media account.
The updated website puts focus on the dancers and is easier to navigate.
This series of t-shirts has options that appeal to dancers of all ages, from the Kendama-obsessed teens to old-school adults.
