Creative Corner
Industry: Arts/Culture
Services: Naming, Brand Design, Collaterals, Social Media
Rebranding of a dance center based in Cambridge, MA to reflect their new positioning.
The brief.
Creative Corner (formerly The Dance Complex) is a 25+ year old central hub of dance, with connections to the New England region and in dialogue with the international dance field. Based in Cambridge, MA it is home to a diverse range of movers and dancers, reflective of its locale. The center hosts professional and recreational amateur movers.
The rebranding reflects their new positioning: becoming a creative hub of Boston where people can express themselves through multidisciplinary artistic experiences.
Initial brand audit opened the opportunity to work on a few strategic areas: a more inclusive naming, establish a brand system that reflects the center’s values and ensure consistency throughout the collaterals.
The design solution.
The final logo concept reflects the movement that is at the core of the center’s mission: the letter i moves away from the rest, serving as a metaphor for the bold and artistic performances that people can experience. The i becomes thus a window into self discovery and learning, and it is the foundation of the entire branding system.
The letter i reflects movement and expansion, a window into self discovery and knowledge.
The typography is clean and modern, with bold headlines that aim to stir a reaction. The color palette is vibrant, daring with red and magenta working sometimes as rivals to reflect a place full of energy.
Patterns and small animations further enhance the brand identity.
