Creative Corner

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Naming, Logo Design, Branding, Marketing Collaterals

Redefining a Dance Institution into a Multidisciplinary Creative Hub

Rebranding a well-established dance center in Cambridge, MA, to align with their new positioning as a multidisciplinary creative hub.

The brief.

Creative Corner, formerly known as The Dance Complex, is a 25+ year-old institution in Cambridge, MA, serving as a central hub for professional and amateur dancers. With its deep roots in the New England dance community and connections to the global dance field, the organization sought to redefine itself as more than a dance center. Their vision was to evolve into a creative hub where people could explore multidisciplinary artistic experiences and self-expression.

To align with this new positioning, the organization needed a rebrand that encompassed an inclusive name, a modern and dynamic brand identity, and a system that reflected their values while ensuring consistency across all materials.

The design solution.

The rebranding began with a comprehensive brand audit to uncover opportunities for transformation. The new name, Creative Corner, speaks to the center’s mission of fostering creativity, inclusion, and exploration beyond dance.

The visual identity centers around the concept of movement and self-discovery. At its core is a bold logo featuring the letter “i” breaking away from the rest of the wordmark—a metaphor for artistic expression and personal growth. This element becomes a "window" into self-discovery and serves as the foundation for the brand system.

The typography is clean and modern, with striking bold headlines designed to evoke energy and emotion. A vibrant color palette of red and magenta creates tension and dynamism, reflecting the creative energy and passion of the center. The system’s flexibility allows it to adapt across a wide range of collateral, from digital platforms to print materials, ensuring brand consistency.

Creative Corner’s new identity successfully captures its evolution into a multidisciplinary creative hub. The rebrand energizes its presence in the local and international arts communities, providing a welcoming and inspiring space for all who seek to explore movement, artistry, and self-expression.