DREAMSCAPES
ROLE
Logo and Brand System Designer, Video Editor, Editorial Designer
SCOPE
Designed entire brand ecosystem, created show theme reveal motion reel, 35 dance posters from the show-themed photoshoot, 18 choreographer graphics and posters, 6 countdown social media graphics, show program cover and ticket information for social media graphic.
Adobe Illustrator, Photoshop, After Effects, InDesign
DanceWorks is Syracuse University’s largest student-run dance organization.
As graphics chair, I worked with the executive board and the apparel chair to develop a system that could be used for any of the branding, merchandise, and promotional elements needed for the showcase.
Every spring, the organization puts on its spring showcase, which includes 100+ dancers dancing to 18 different pieces. Over the course of two days, 2,000+ people were in attendance, including one completely sold-out show.
PROCESS
To begin a branding system of this size, I started with the logo shape, color, and feel.
In the beginning, we envisioned a chromatic, futuristic aesthetic. I pulled lots of inspiration from a blurring of colors and 3D effects to simulate a dream-like state.
Eventually, we changed courses and dove into a completely new idea — something that was brighter and softer. In the new ideas, we discussed including blur elements to still simulate the dream-state appeal we were looking for.
Program Cover
Show Theme Reveal
Choreographer Posters — displayed printed at showcase and on social media
