TRIBE is a full rebrand for a Latin dance school seeking to differentiate itself in a highly competitive market.
TRIBE - Latin Dance Club
This rebrand signals the business' strategic shift from “dance school” to “dance club,” focusing less on performance and competition and more on creating confident social dancers. The new identity was designed to capture rhythm, movement and connection, while appealing to a broader and more contemporary audience — without alienating existing students.
The resulting brand is bold, energetic and human, reflecting the joy of dancing together and the lasting personal impact it has on people’s lives.
Tribe Latin Dance Club T-shirt front
Tribe ldc social media post
Tribe Latin Dance Club T-shirt back
DESIGN PROCESS SNAPSHOT
Ideation
Conceptualization
