Packaging, Branding
The Movement
Space. Time. Energy. These are the key elements of dance. With this box, you'll find exactly what you need in order to join this movement.
DURATION
1 month
PROJECT TYPE
Packaging
Branding
TOOLS USED
Photoshop
Illustrator
Overview
This project is inspired by the many, strong-willed hip hop dancers who have been struggling during the pandemic. Due to the pandemic, many dancers have been unable to dance in their local studios, schools, jobs, and more. Many studios have been forced to close down as well. Dance is very important to me and it hurts to see dancers struggle. With this project, I hope to inspire people to join the movement to keep on dancing, anywhere, anytime.
What is The Movement?
The Movement is a subscription box that allows dancers of all the various styles of hip hop to be able to learn exclusive dance tutorials in style. Each box comes with a carefully curated dance outfit and a link to a hip hop dance taught by experienced hip hop choreographers. The proceeds of this box will go towards dance studios struggling to stay afloat during the pandemic.
Brand Archetypes
The Advocate
Defender, Champion of a Cause, acts as an agent for positive change.
The Hero
Bold, functional, and highly-responsive brands that are both competent and inspiring.
Logo Sketches
To keep the spirit of hip hop, I looked at various graffiti typefaces. I chose a graffiti style because both graffiti and hip hop are ways that people can express themselves, and what better to show a strong movement than graffiti.
Brand Board
After my sketches, I began taking a look at different hip hop inspiration to perfect the logo, choose colors, and create patterns. In addition to the graffiti style type, I chose duotone, complimentary, and bright colors usually worn in early hip hop dances in the 90s. The pattern consists of 3 icons: a line to represent space, an open circle to represent time, and a closed circle to represent energy, which are the 3 elements of dance.
The Movement Box Brand Board
Designing the Layout
Once my brand board was established, I compiled all of the elements together to create the layout of the subscription box. I started with sketches and then vectorized it using Adobe Illustrator.
The Movement Box Sketch
Designing the box layout on Adobe Illustrator
WELCOME TO
Start your dance in style
Not sure what to wear when you dance? We picked out the best outfits that will handle lots of movement, keep you comfy, and keep you looking stylish.
Get moving in as easy as 1-2-3
This box has an exclusive dance tutorial to get you started in your brand new outfit. Just take out your gear, go to the special URL provided on the box, and dance it out!
Don't forget to Stay Hydrated!
Each box also comes with an exclusive Movement water bottle to keep you hydrated while you dance.
© Ashley Santiago 2020 designer