PHILADANCO! Brand Identity

For my Philadanco rebrand project, I set out to capture the energy, passion, and movement that define this iconic dance company. I began by designing a custom, hand-drawn wordmark that embodies the fluidity and rhythm of dance. The logo features bold, organic shapes that evoke a sense of motion, echoing the powerful and emotive performances for which Philadanco is known. To deepen the visual impact, I incorporated photo assets of dancers directly into the wordmark and posters. By placing these images within the logo, I aimed to create a layered effect that visually conveys both strength and grace. The photos bring the dancers’ movements to life, adding a human element that grounds the abstract wordmark in the physicality of dance. After finalizing the logo and imagery, I explored various ways to apply these materials through a series of poster designs. Each poster series experiments with different compositions, type treatments, and layouts, allowing the brand identity to remain flexible while maintaining cohesion. Through this rebrand, I aimed to celebrate Philadanco’s legacy and contemporary relevance, creating a visual language that resonates with both new audiences and long-time supporters. This project was a rewarding exploration of blending hand-crafted design elements with photographic storytelling to encapsulate the essence of a cultural institution.