ARTS PROMOTION | PRINT DESIGN | GRAPHIC DESIGN | BRANDING | TYPOGRAPHY | EXPERIMENTAL LAYOUTS
University Dance Theatre (UDT) is a semester-long production featuring original choreography by students, faculty, and guest artists. My partner and I were responsible for creating a set of promotional materials, including posters, program covers, and digital assets. As the lead designer, I guided the creative direction, establishing a bold, movement-inspired visual identity that captured the energy and emotion of the performances while ensuring clarity and cohesion across all deliverables.
San Francisco State University Dance Theatre
Spring 2022
Campus community, dance supporters, and the general public.
Dance is about movement, rhythm, and restraint, and this design aimed to physically and visually echo those elements. University Dance Theatre is an annual performance series at SFSU, and my partner and I were tasked with developing a cohesive visual identity across print and digital touchpoints to promote the 2022 dance recital.
The creative direction balanced bold structure and expressive flow — combining black-and-white photography with confident typography. The intention was to mirror the choreography: grounded, powerful, and intentional. The identity had to work across multiple formats while feeling unified and energetic.
The core design was applied to a variety of formats, each with its own constraints. The poster needed visual impact at a distance, the program cover needed clarity and tone, and the social graphics had to adapt for mobile and digital readability without losing the atmosphere of the print materials.
Working with performance materials meant designing around movement — not just in theme, but in function. Every piece had to feel cohesive and responsive to the medium it lived in, while still honoring the emotion behind the event itself.
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