Swing Dance SCT

My Roles

Brand Designer


I rebranded this quickly growing Seattle dance studio with a visual voice that matched their cool personality. I worked closely with the owners to create a brand that would empower them to grow their business exponentially and put them leaps above their local competitors and among the international scene.

Swing Dance SCT is a dance studio focused on vintage swing dances. They operate inside of Salsa Con Todo (SCT) but since their home studio is focused on latin dances they needed a stand-out brand that advertised their niche. The owner created Swing Dance SCT's original logo in Canva, but as the studio started to quickly grow she knew a well-crafted brand would be needed to support the business as it grew.

Condensing the brand mark down to this one distinctive kick we can expand our logo into alternative options that start to expand the brand identity into many diverse and usable parts for all applications.

Illustrations were created with reference photos taken of the founders of the dance studio, so that we could perfectly capture the distinctive silhouettes of Swing Dancing. We intentionally created the illustrations to be as stripped down as possible so we captured only the dancer's clothing to make the figures diverse.

A dark color palette to match the mood of the studio during a dance social. This color palette had the added benefit of allowing photography of the space to really stand out, where the photos might look uninviting or dim on a lighter palette. We carried the red and teal forward from the former logo, and gave a range of shades to allow for the palette to accommodate light versions as well.

Creating fomo is at the heart of any company that puts on events. Great event photography is the best way to do this. Photography from inside the dance studio during events is a cornerstone of this brand, with the dark color palette the photography really jumps.

A Squarespace website already in use by Swing Dance SCT when we started our project. Once the branding was completed I consulted to update the site the owner had built with the new brand and custom graphics.

Not only is Lou a delightful human being, they are professional, thorough, and really took the time to understand my niche small business needs. Since the rebrand, I've seen a noticeable increase in new student inquiries. Lou's photography and brand design took us from a DIY vibe to polished and professional. I highly recommend their services!

Elaine Buchignani

Dance Studio Owner