// Creative Direction // Marketing Design // Website Design // Brand Design // Marketing Strategy //

From a new website to a brand & marketing update

Westlake Dance Center has been a pillar of the Seattle Dance scene since it’s founding in 1993. When I first worked with WDC it was because their Wordpress site had become outdated and unmanageable for their team and they needed help. A big part of the project was a complete restructure of the Information Architecture (IA) and type/content hierarchy to help their dancers find what they need quickly. The project lead into working with WDC on a complete revamp of their brand, marketing strategy, and implementation.

The website needed a new beat

After analyzing traffic sources and user behavior the most important pages were determined to be the home page and the class schedule page, so those became the biggest priority while also finding ways to make the other pages provide more usefulness to the users to encourage exploring the website more. For the schedule, a large part of the necessary research was understanding how existing dancers preferred to navigate the schedule when looking for a new class and comparing that to the experience of dancers new to the studio. For the home page and other sub pages, the main goal was to provide as much information to potential customers as easily as possible.

  • New Home

    WDC has always been special for never sticking to only one style of dance genre, so it was paramount to make sure many styles of dance were represented in the branding and in the images used.

  • Teacher Detail Pages

    What is a dance studio without it’s teachers? Due to that I wanted to make sure that the website had a robust enough template for teacher pages to be able to really showcase the amazing teachers.

  • New Class Schedule

    With a focus on navigability the type hierarchy reflects the most pertinent information for people seeking new classes. This page also had more robust information describing the levels and dance styles for new dancers.

New Social Kit

With the new website and the new brand update, the next project was to tackle the social media presence of WDC. Analyzing the types of content they historically posted, I created templates for each type to help followers more easily (if unconsciously) navigate their social content. My goal was to give them a more established and professional look, while also making their grid cleaner and more consistent.

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Event Marketing Designs

  • Sign of the Times 2024

    Poster design for WDC’s annual studio showcase, this was the 30 year of the show. This design came with a full press kit.

  • A Night in Paris Cabaret

    A Night in Paris is a Parisian cabaret show put on by the owner of WDC. This design came with a full press kit.

  • Dance Day

    Dance Day is an annual event at the studio. This event only required a few social content designs.

  • Sign of the Times 2025

    Poster design for studio’s annual showcase. This design came with a full press kit.