I was approached by Matt from Dance Club Latino after he saw my work on my Facebook page. Matt wanted a new look for the Birmingham University street latin dance society of which he is president. After discussing the kind of look the society was after I started my research. I gathered imagery of latin dance and street vernacular and quickly began to build some ideas. I presented a moodboard to Matt and suggested a logo inspired by hand-painted murals and signs that characterise the ‘authentic’ side of Latin street life. I love the 50s styling, drop shadow and uppercase type and created a custom logotype especially for this project. Matt asked for the red, black and yellow colours as these what Dance Club Latino is known for.
Matt wanted a loyalty card which members could use to receive discounts depending on how many dance classes they attend. To help give the card an exclusive aesthetic it was produced in gold foil on a black background. I also created a striking flyer/poster that incorporated the iconic Old Joe clock tower based on Birmingham University campus. I provided different versions of the logo for use in digital and print contexts and Matt used these to create member hoodies and other promotional items.