IDENTITY + BRANDING
Project 52 Dance Co. tasked Minneapolis-based Agency Underground to give them a complete rebrand. Ivan Trushin's expertise was sought out to execute the creative strategy. The company needed a new identity, branding system, marketing materials, signage and apparel. The visual style had to appeal to children as well as adults with a main focus on the 9-28 year old demographic.
Trushin Studios created several variations for P52 Dance Co. exploring movement, shapes, and the freedom and creativity of dance. In the end, a custom type that embraced the abstract nature of dance won the hearts of the company. The business name in its abbreviated state took front stage as the main logo. Three vibrant colors were chosen for each letter of the logo, connecting the company’s three teaching structures- believers, dreamers, achievers- to the main identity.