University of Minnesota Dance

The first brand identity project that Replace was asked to redesign for the U of M was the Department of Dance. Replace worked closely with the client to not only design the brand identity for the Department, but also to shorten and refine the name of this internationally recognized dance school. The brand descriptor “Thought and Motion” was created by Replace to attract the desired audience of creative teenagers that would be planning ahead while in high school considering a career in dance. 

The Design Process

Phase 1

The work was created to describe and define both the intense rigor of a dance education, and the colorful expression of humanity through dance.

Phase 2

The client was clear that it was the student talent that really mattered rather than the adult parent or the adult advisor to the high school student – this work needed to speak directly to the arts-focused teen.