Breathe the Beat
An identity for DanceXchange's unique digital project, fronted by internationally renowned French hip-hop artist, Salah.
Breathe the Beat's online video tutorials and live roadshows combine to get people involved and get them dancing.
Hip-hop style, trainers (as in the footwear) and Breathe the Beat's driving force – Salah – are the inspiration behind the visual identity of the brand.
The logo's blocky, closely kerned, italic typeface mirrors marked, confident and striking dance moves; although static, it hints at dynamism.
Stark studio photography showcases some of Salah's contortions, and is in strong contrast to the surrounding brand colours.
This highly distinctive palette is bold and punchy, yet is used in a sophisticated, almost understated, way. On a burgundy background, the three highlight colours sit within a 'tricolor' stripe; a nod to both hip-hop footwear/clothing design and Salah's (French) nationality.
We produced various Breathe the Beat promotional collateral, including a brand style guide, printed materials for roadshows and an e-flyer template which the team (who're pretty pleased with our work judging by this tweet) update and distribute every time a new video tutorial's released.
Pretty fly … foshizzle!
What we did
- Banners
- Brand creation
- Event materials
- HTML email template
- Identity
- Logo
- Postcards
"I've never worked with designers who so eagerly immerse themselves in a brief. Their attention to detail, and desire to go the extra mile on projects is incredibly refreshing. Numerous times they tweaked my amends for the better, always one step ahead and consistently explaining their thinking, resulting in a gleaming brand and some splendid print. The only reason to not recommend them is to keep them to ourselves …"Mike Hyde, Digital Marketing Officer, DanceXchange
