Assignment: To aid a non-profit organization by creating an identity campaign for them over the course of a semester. The campaign will include creating promotional pieces including logos, letterheads, business cards, magazine ads, direct mail pieces and web pages. Each student will communicate and work with the non-profit directors in order to meet specific needs.
Client: Dallas Swing Dance Society
Logo & Letterhead Ensemble
Mission: To preserve and promote Lindy Hop and East Coast Swing in North Texas and to educate the public in these dance forms.
Creative Development: The DSDS logo sets a tone for the visual identity of the organization. Repetition and symmetry used in linear elements function as a nod to an art deco style, which is associated with the jazz era that the DSDS promotes. The linear art deco motifs also resemble architectural ornaments and represent the space provided by the Sammons Center in Dallas where dances and classes are held.
Gotham, a highly readable sans serif typeface, is paired with the more decorative typeface used in the lettermark. This simple, structural typeface used in supporting design applications establishes a clean, sophisticated look that is popular among the demographic participating in DSDS events.
Website Design
The homepage matches the minimalist design of the DSDS brand by using simple lines that mimick simplified art deco motifs used in the logo and overlaying photography with brand colors. The only links included on the homepage are in the navigation, which lead to interior pages.
The interior pages continue the sophisticated and minimal DSDS brand with a white background, a black and white hero image under the navigation, and paragraphs with further information about DSDS for each page. Several menu items include a drop-down submenu which lead to two or more pages within a category. The bottom navigation includes the address, and an icon linking to the DSDS Facebook.
SWING ON A STRING
Three Saturdays a month, the DSDS holds dances at the Sammons Center for the Arts with intermediate and beginner lessons, and three hours of social dancing. In 2016, Swing on a String will have one live jazz band every month during the social dance.
Creative Development: Event logo, flyers, T-Shirts, 2016: Year of Live Music
Bluebonnet Bash
In this weekend-long annual event, dancers participate in several workshops from guest instructors to improve their skills in Lindy Hop. Classes are offered in beginner, intermediate and advanced levels, skilled dancers may enter to compete and win prizes. Performances from live bands each night allow dancers to practice their skills and enjoy social dancing.
Creative Development: Event logo shown in various applications
