WUFuego Latin Dance
BRANDING / MARKETING / WEB DESIGN
WUFuego is a Latin dance group I co-founded during my second year at Washington University in St. Louis. The group focuses on Latin social dancing, with dances such as bachata, salsa, merengue, cha-cha, cumbia, & kizomba. I designed the logo & brand identity for the group, and I served as Marketing Chair to design & create social media content, marketing materials, team apparel, and the team website.
The Logo:
The illustrated image of the flames creates texture and gives context to the name ("fuego" translates to "fire" in Spanish), while also inciting movement and avoiding using figures, which are typically presented as heteronormative in Latin dance marketing. Contrarily, the team champions being open to all genders and teaching each member to both lead and follow. So, I avoided the use of figures and focused on the flame. This was also easier to use on our marketing collateral.
The Brand:
The branding for the team takes on a playful, yet simple and clear look. The aim is to engage many different audiences, including WashU students and members in the St. Louis Latin dance community. It also touches on the visual language of nightlife and glow/electricity, which reflects both the name (how fire produces light) and the social dancing aspect of the group (going to clubs or social events in the evenings, which usually have fun lights in a dim room). Overall, we found the branding and marketing to be very successful, bringing in upwards of 70 students to auditions and becoming a recognized name around campus.
