The Brief: After working in and around dance studios her whole career, Heidi Martinez realized that there was an opportunity to create an environment for dancers of all styles and skill levels that was less intimidating than the traditional approach. So she set out on her own to create a safe incubator space for couples who want to learn how to dance and find connection through movement whether they are planning for a wedding or a date night. After a few years of growth, Heidi decided to invest in her branding so that it matched her vision, mission, and values of connecting couples through dance experiences.
The Solution: Heidi wanted timeless elegance that she could grow with. She wanted a brand mark that showed dance and movement, but not the stereotypical dancer couple. The imagery needed to to be neutral enough to work for weddings and social dancing. I used custom illustration, sweeping calligraphy, timeless serifs, a warm palette, and elegant patterns to create a toolkit that feels upscale yet approachable or all couples.
Monumental Ballroom & Dance
Rebrand & Brand Toolkit
Using multiple different references photos of real life clients and stock dancing photos, I sketched many different versions of the cameo before we found the perfect combo of movement for both dancers.
Monumental’s toolkit included multiple patterns like the cameo pattern above that is made from the shape of the logo mark.
The Source Brand Toolkit features horizontal and badge versions of the hand-lettered logo for multi-purpose use.
