Risk the rhythm at Jordan Mac Adult Dance!
Jordan Mac Adult Dance is a dance studio specifically tailored to adults. They offer adults a fresh and easy way to explore the world of dance no matter what skill level they are. While working with Jordan and her team, I had the privilege of doing their rebrand as well as helping fix the flow of some of their webpages!
Deliverables
The Website
Fixing The Flow
One of the biggest parts of this project was figuring out how to make their website make more sense to the user. Below you can see what their previous classes page used to look like, and what I changed it to. Their original page featured a long drop down list with a section for beginner, intermediate, and advanced for the dance styles offered. I pitched that we should split it into two pages: a page that serves as a directory of the different styles, and then a page dedicated to each style that then differentiates what beginner, intermediate, and advanced dancers are.
Original classes page
Updated classes page
Example dance style page
The System
The new system itself works as a sort of flip of what their previous branding was while adding new elements and flare to it. The old system featured a lot of white backgrounds with black text and lacked a consistent visual style in its execution. The goal of this system was to create something that felt super bold, artistic, and consistent, while also feeling inspiring and approachable to their customers. Something that made them say "wow this is so cool," when coming in contact with it. The system is designed to look and feel like a printed piece.
Logo
The logo is one that has been a part of Jordan's studio for some time, but I made a few changes to help make it more flexible. With the primary logo on the left, I added "adult dance" to it and added this bar to help balance the shape of it. Jordan has been using this square shape for years so it was important to her that it was still present in this new system. The logo on the right is the secondary logo I pitched to Jordan and her team. I explained the importance of having a logo that was responsive, and we agreed that shifting it in a horizontal form was the best way to do this.
Color
Much like some other things in this new system, the colors are a reimagining of what Jordan had been using for years behind the scenes. Since we were sort of flipping the script with this rebrand, I felt it was important to pick more vibrant versions of the colors Jordan had been using so that they would stand out nicely against our new dark backgrounds.
Type
The typefaces chosen for this project really help bring that classic "Jordan Mac" feel to it, while also feeling fresh and hip with the new system. It was also important that the typefaces chosen were available to them on Wix as this is what Jordan and her team would be using to build out their website. The first typeface, Century Gothic, is one Jordan has been using with her brand for years. I decided we should stick with it as it would help the brand feel recognizable with this new face lift. The other two typefaces, Poppins and Nunito Sans, were chosen as I felt they worked well with Century Gothic and the studio's new look.
Photos
For the images associated with the brand, I decided to utilize one's that felt artistic and showcased either people dancing, or people posing in stylish outfits. I also decided to "dye" these photos in the color of the dance style that they represent and to add texture to them. I decided to do it this way because I wanted consumers to start to develop this sort of visual color system with the dance styles that were being offered. For instance, if I see purple being used in photos, I can automatically assume it's related to Jazz as Jazz is always purple in this system. The texture was applied to help tie it together with the paper textured backgrounds.
Rebrand Concepts
Below are the original concepts I pitched to Jordan and her team after we had discussed her vision. A big part of this project was figuring out that classes page flow, so I felt it was important to include that in my initial concepts.
The first direction is what Jordan had in mind: a simple color swap of her old system with the new courses page flow. The second direction was something I had come up with: a brand identity inspire by print work. This direction would feature lots of texture to help emulate that feel in a digital form.
Website Concepts
Below are full specific course page concepts in both rebrand directions.
Previous Branding
