Harbour Dance Centre

Harbour Dance Centre is a dance studio established in 1985 and has become the main hub for dancers in Vancouver. They offer over 125 classes a week for dancers of all levels.

Projects: Visual Brand Identity and Marketing & Media

Role: Visual & UX Designer

Tasks: I was tasked with updating their current branding while handling all-new graphic marketing materials including a website redesign. This includes auditing and working on the IA of the current state of HDC (Harbour Dance Centre).

Challenge: Because of HDC’s deep roots in the industry and the wide variety of classes offered, the challenge was to redesign its branding to adapt and fit all different types of clientele from beginners to industry professionals.

Solution: The main goal was to understand the needs of dancers today and where our studio fit in the landscape of studios in Vancouver. Our two main focuses were to establish HDC’s Core values and to understand their current clients’ needs and frustrations. We conducted surveys and interviews with dancers to create Customer/user personas that would help us inform our creative/business decisions. We also created a competitive analysis of notable studios in Vancouver to figure out where our strengths and weaknesses lay. We were then able to establish our company’s Core values which informed our Visual Brand Identity design.