2021 Graphic Identity for Studio 140 Dance Academy at Somerset Hills YMCA
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Organization
Somerset Hills YMCA
Project
Studio 140 Dance Academy Graphic Identity
Role
Graphic Designer
Tools & Technology
Adobe Illustrator
Skills & Knowledge
Audience Insights | Brand Differentiation | Brand Compliance | Brand Stewardship | Color Theory | Creative Problem-Solving | Customer-Centric Mindset | Graphic Design | Nonprofit Marketing | Typography
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INTRO & GOAL
Competitive dance does not enjoy nationwide saturation among YMCAs unlike swimming and gymnastics. Somerset Hills YMCA has a competitive dance team. There are rarely other Ys at regional or national dance competitions. The team’s name, “Somerset Hills YMCA Dance Team,” was a mouthful to shout out during competition award ceremonies and left the team feeling out of place among the other dance studios.
STRATEGY & PROCESS
Conduct nationwide research to identify potential other competitive dance teams at YMCAs. Develop a new name for the team that is both Y brand compliant and suitable for the competitive dance scene.
SOLUTION & OUTCOME
The new name, “Studio 140 Dance Academy at Somerset Hills YMCA,” checked all the boxes. The full name is Y compliant, and the easily shoutable “Studio 140” is right at home on the competition awards stage. Next, the team’s graphic identity was developed in collaboration with the studio director and team head coach. The end solution ultimately provided the team with a more appropriate studio name when competing against traditional dance studios — boosting team pride.