This project features a brand new concept for a Latin Dance School that wants to stand out from the crowd. At a time when new competitors are popping up with alarming frequency, this dance company decided to shift its focus from school to club while still offering dance education, but with a view to achieving accomplished social dancers instead of performers and competitors.

My aim here was to update it's look to a more contemporary image that would encourage a new demographic without losing it's current clientele.
This new look is completely different from any other similar business and mirrors a fresh new approach to the the dance industry with a strong focus on the simple joy of dancing together and how profoundly it changes people's lives.

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