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Summer Study NYC at Steps on Broadway

Summer Study NYC at Steps on Broadway

2021-Current

Goal: To create a cool and chic brand identity for Steps on Broadway's Summer Study NYC program that would appeal to 20-year old dancers and emphasize the program's New York City location.

My Role: Lead designer responsible for developing the complete brand identity, including:
Logo design, Marketing collateral (print and digital), Social media assets, Merchandise design, Playbills and posters, Video reels

Design Solution: I achieved the desired aesthetic by blending high-quality imagery from past SSNYC programs with iconic New York City visuals. This created a sense of place and excitement. I paired these visuals with a strong, modern font and a film-like style to evoke a sense of energy and capture the feeling of making lasting memories in NYC.

Results: The rebrand was a success, with the "Time is Running Out" email achieving an 80.1% open rate—more than double the industry standard! All SSNYC emails saw open rates at least twice the industry average, reaching an audience of over 8,300 dancers. This demonstrates the effectiveness of the new branding in capturing attention and driving engagement.

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