KPDC is a campus dance organization established in late 2015. As one of the original officers during the founding process, I took over creative direction and created the branding and designs of all print and digital promotions. I also initiated dance videography and the subsequent the creation of a YouTube channel that has grown to more than 1 million combined video views.
Since 2015, the club has grown from a dozen to over 140 members and holds a semesterly showcase production. I currently lead a committee with a co-designer and together we mentor future designers for the club. Since I joined the club as a freshman and was a part of its significant development through my time in college, the evolution of KPDC parallels my growth as a designer, refining my abilities with each opportunity along the years.
Our mission is to use our passion for the K-Pop music genre to bring performance opportunities to dancers with all levels of experience, with emphasis on providing a space for beginners to grow. We became one of the first major dance organizations on campus to cater to less experienced dancers by not requiring audition process to join.
INITIAL BRANDING — 2016
KPDC was a new club and needed a brand identity. I chose a bright and energetic color palette to represent the youthful energy of our dance mission, catering to our mostly college-aged female demographic. A simple square logo lends its way well to social media icons and function on a small scale. The typeface Ostrich Sans was adopted as our primary type choice.
rebranding — 2017+
Through one year of use, we identified weaknesses of the logo - it was too simple. While it displayed well on small scales, the lack of detail made for awkward displays on a scale much larger than an inch wide, and didn’t look pleasing on clothing designs. The goal of the new logo design was to bring more elegance and finesse to a logo that would also function well on different scales.
I initiated dance videography and creation of a YouTube channel upon joining the club, now with over 6,000 subscribers and 1 million combined views. I expanded my photography skills into motion graphics to utilize programs such as Final Cut Pro and After Effects.
Different dance groups exhibit a large range of dance abilities - the goal was always to produce a well-polished dance video for both beginner and advanced groups.
ShOWCASE: dream High (2018)
The semester showcase theme is determined by a committee, where the design team themed flyers, photoshoots, and program pamphlets. The theme “Dream High” had a storyline of a high school drama, and the graphics were themed to match. Illustrations by Lexin Yuan.
Each semester showcase also has a large all-member photo project. See my Photography for more.
Flyers and advertising material for various one-time events.