Time frame: 1 week
Role: Graphic Designer
Tools used: Figma, Illustrator, Photoshop
Role: Graphic Designer
Tools used: Figma, Illustrator, Photoshop
Challenge
Rūts is a local Los Angeles dance studio run by two sibling choreographers, Diny and Eileen. They offer dance lessons for students and teaching opportunities for experienced choreographers. I took on a solo project to refresh the studio’s brand look and social media posts.
Logo
I chose a bolder font for the main name so it could still be read at a smaller size and added "dance studio" to the name since "ruts" could be confusing to people who are not familiar with the studio already. I kept the option of using "ruts" alone as their submark/icon. I also thickened the root strokes and rounded the corners to make it more pronounced and cohesive with the smooth curves of the typeface.
Colors
I took colors from their existing palette like the grey and the plum and added three more earthy colors. Based on their existing posts, I could see the studio preferred soft, muted, creamy colors.
