Self Negotiated Brief: I’ve been a competitive Ballroom dancer for 10 years, and I’ve fallen in love with the sport. I set myself an open brief to explore my passion through design.
Research: Ballroom is great exercise, very social, and can be done at a social, medallist or competitive level. It can help lower stress, relieve boredom and improve mental health.
Solution: Dancesport is the best medicine: a conceptual brand which promotes Ballroom as the cure for common ailments.
Branding: The logo celebrates how Ballroom requires two dancers to come together as one. The colour scheme was inspired by popular dress colours currently on competitive circuits, which each being assigned to one of the 10 dances based on its connotations. The font used is Josefin Sans.
Craft: The net shape folds together without glue, with the lid closing like a dance shoe box. Each dance is described by three characteristics, with each box containing fourteen tablets. Seven of these tablets are for the leader and are coloured to match the dance. The other seven tablets are white and are for the follower. An A5 package leaflet is also included, with each dance’s history, dosage, steps as ingredients and precautions.
www.discoverdancesport.com: Subverting the expectations of a pharmaceutical website, discover dancesport is bright, and exciting - embodying everything dancesport should be.
Disclaimer: I do not own some of the imagery used. I have edited found imagery to help visualise my university project.
