Shawl-Anderson Dance Center
Shawl-Anderson Dance Center (SADC) has been a beloved Berkeley institution since 1958, offering dance classes for all ages and styles while fostering an inclusive environment for movers of every background. Beyond its rich history of dance education, SADC is deeply rooted in the community, supporting local artists and collaborating with community organizations.
When the SADC team approached me, their branding and online presence no longer reflected their vibrant and dynamic spirit. The outdated brand identity and cumbersome website, filled with legacy pages, made it challenging for both users and the team to navigate.
To address these challenges, we began by reimagining their brand to better represent the colorful and diverse community SADC serves. The new identity celebrates the intergenerational nature of their community and the variety of dance styles taught in their studios. The design reflects warmth and inclusivity. At its heart is a kinetic wordmark and a logomark inspired by their tagline, “A Home for Dance.”
For the photography art direction, we embraced a bright and bold flash photography style, capturing the energy and joy of SADC’s community. These vibrant images highlight the dancers’ movements, intergenerational connections, and the diversity of styles offered.
To further enhance the visual system, we created an icon library that designates dance styles and age groups, providing clarity and accessibility across their materials. Fun, geometric shapes were introduced as photo masks, adding movement and energy to the design while reinforcing the center’s playful spirit.
Typography played a crucial role in ensuring the brand’s usability, especially on their website. We selected typefaces that are both fun and highly legible, creating a seamless user experience for visitors navigating the site. The website was redesigned to be intuitive, allowing users to easily find information about classes, events, and community programs. The backend was also simplified, making it much easier for the SADC team to manage updates without getting lost in a maze of legacy pages.
The final result is a vibrant, fun brand that embodies the essence of Shawl-Anderson Dance Center: a home for dance where creativity, inclusivity, and community come to life.
You can check out their site here.
Photography is by the talented Jessica Swanson.
