NOTE: This project is still ongoing; work here does not necessarily reflect a fully completed project.


  • Branding
  • Graphic design
  • Marketing


  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe InDesign
  • Branding
  • Marketing
  • Social Media
  • Teamwork


  • Perry Ting
  • Diane Hahn
  • Cydel Subijano
  • David Yang
  • Meghan Connolly
  • Joyi Larasari
  • Bryanna McLoy
  • John Duch


Urban Movement is a non-audition dance club at Cal Poly San Luis Obispo. However, the club used to be called "Hip Hop Choreo Club", until it came under fire over social media for not properly "representing Hip Hop culture" and not responding "timely" to support the Black Student Union in Cal Poly's 2018 blackface incident. The name "Urban Movement" was created by the club's president as a better representation of the dance club as a part of urban dance culture, not hip-hop culture. As the creative director, I was tasked with Hip Hop Choreo Club's refresh and rebrand into its new identity.


  1. To rebrand Urban Movement as a club that represents urban dance culture as opposed to hip-hop culture
  2. To give Urban Movement an identity of all-inclusivity, community, growth, and passion for dance
  3. To develop consistent branding across all social media platforms
  4. Through clean and thought-out design techniques, present Urban Movement as Cal Poly's premier non-competitive dance community

Customer Research

We kicked off the branding by "mystery polling" students on various topics in regards to the club, without telling them what we would be using the responses for. This was an open poll to both club participants and non-members alike.

Below are select questions and respective answers from the poll:

The dancers that make up the club come from all different backgrounds, with different interests, favorites, and important memories from being a member. However, they unite over some other questions...

The dance club members shared a common interpretation of the club: its unity, its community, its non-competitive nature, and its members' passions for dance. After all, the club brought together students of such different backgrounds and interests. With this information in mind, we proceeded to iterate sketches for how the logo and branding would pan out.

Design: LOGO

Keeping in mind what we had learned from the customer research segment, we began sketching and brainstorming possible iterations and sketches.

For the next step, we proceeded to vectorize a select few that were voted on by our director board.

The following is the final iteration that we decided upon using. The branching roads curving towards the center represents the different backgrounds and paths of members prior to joining the club. The radial symmetry and the solid black/white coloring reflects the unity, community, and inclusivity of the club, bringing together the paths spiraling around. And of course, the letters "U" and "M" are merged together into a ligature symbol, representing the words "Urban Movement".

Design: social media

Here are examples of the Urban Movement rebrand in action, compared with its previous iteration, Hip Hop Choreo Club.

Example of Hip Hop Choreo Club Snapchat promotion:

Examples of Urban Movement Snapchat promotion:

Hip Hop Choreo Club instagram feed:

Urban Movement instagram feed:

next steps

There are many things that are still needed to fully flesh out the "rebrand" of Hip Hop Choreo Club—shirts, stickers, banners, posters, etc. The next school year will see a much larger use of utilizing the new brand. I also plan on creating a branding style guide, as well as working with a past board member on creating a marketing guide.