55 DANCE STUDIO
BRAND IDENTITY
& CAMPAIGN SYSTEM
Founder & Creative Director
Brand Identity
Graphic & Motion Design
Choreography
Melbourne · 2022–2023
PROJECT OVERVIEW
I designed the 55DS logo and visual identity for a Melbourne pop-up dance studio. The mark uses curved forms that suggest arm lines and pathways through space, connecting the identity to movement, connection and community.
With changing instructors, schedules and seasonal programs, the studio needed a visual framework that could support rapid production without losing recognition. I developed a repeatable campaign system that allowed colour, imagery and tone to shift across social campaigns, motion content, events and merchandise.
SZN 02 — CAMPAIGN DESIGN
SZN 03-04 — CAMPAIGN + PROGRAM SYSTEM:
SUMMER INTENSIVE — LAUNCH VIDEO
The campaign video uses motion graphics, typography and pacing shaped by musicality and rhythm, reflecting the movement language of the program.
SUMMER INTENSIVE PROGRAM — LAUNCH CAMPAIGN
The Summer Intensive introduced a more vibrant and expressive campaign language, using imagery and typography to build excitement and momentum around an open space for dance, connection and community.
BRANDED MERCHANDISE
The 55DS identity extended across hoodies, T-shirts, caps and totes through core and remixed logo treatments. Selected pieces were produced, while others were developed for future release.
PROJECT OUTCOME
Across four seasons, a summer intensive and a featured masterclass, the identity and campaign system supported a consistent rollout across changing instructors, programs and formats. 55DS delivered multiple packed classes and built consistent community engagement.
The project also carried forward the legacy of the original family-home dance space that inspired 55DS — connecting its visual identity to movement, connection and community.