Origins is a student led and individually funded post-secondary dance crew representing the University of Waterloo.
I was tasked with rebuilding their brand identity and artistic direction through multimedia design. I have been creating content for their social media platforms, recording and editing videos, designing merchandise/costumes, and more since November of 2022.
Visit their Instagram page, HERE.
Fall 2024 Designs
This term, the client wanted to introduce a sense of boldness and playfulness to the identity of Origins. Throughout previous terms, the branding has always been more elegant and structured, thus they wanted something that would stand out and catch peoples attention. As a result, the focal point of this theme is the bright red colour and the graffiti inspired bubble font. The client specified that they were not looking for something heavily inspired by graffiti and street-style, so I maintained some structure in my designs.
Winter 2024 CREATIVE DIRECTION
This term, we opted for a dark forest green, as it is a colour closely associated with the Origins branding. Their motto is "remember your roots". They frequently use a sprout to represent themselves since it is the first sign of growth and existence. The symbolism appropriately portrays the team's work ethic and character, and solidifies the brand's connection to nature; hence the decision for green to be the dominant colour for this term.
To make the themes more distinct between terms, I suggested incorporating a serif and sans serif typeface combination for a more elegant but distinct look.
I also experimented with typography by customizing some fonts. I added extra flourishes to the end of letters and overlapped different fonts to make for a more compelling visual experience. It combines familiarity and unconventionality with a natural flow.
Previous terms
LOGOS & BRANDING
VIDEO CONTENT
In addition to designing for the team, I'm also responsible for creating video content that ranges from promotional reels, dance trends, recap videos, and vlogs.
Reach Dance Competition 2024 Origins Promotional Video
Origins Fall 2023 Recap Video
Reach 2024 Recap
