Summary

As a social dancer myself, I was excited to hear that dance center Chicago was looking to update it’s look and feel. After many back and forths over the design, we landed up with this direction. I’m really happy at how it came out and it stands out from the silhouette look and feels of the Fred Astaire of the world. Unfortunately, when it came down to price, they had a cousin who could do it cheaper. The brand never got it’s spotlight on the dance floor.

The Ask

A modernized logo and design system to update the companies presence for years to come.

My Role

I designed the updated logo and pieces to express the idea that it takes two to dance. Most letters are split into two parts to express the collaborative activity.