Foundations Choreography is a UCLA-based beginner/intermediate urban dance organization. Attracting over 200+ dancers every quarter, it is one of the largest student-run dance organizations in California.
Designing in with Adobe Illustrator, InDesign, and Photoshop, I collaborated with marketing, photography, and videography teams to create promotional content and expand our outreach. I also worked with choreographers to design team apparel for their quarterly performances.
Averaging over 300 unique visitors every quarter, I redesigned our website to better our align with our branding — dynamic, sleek, and fun.
I chose key hero moments from over the quarter to improve our landing page and redesigned our websites navigation to include all aspects of our organization. Workshops, auditions, and team members can finally all be found on site!
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Each academic quarter brought new auditions, workshops, and fundraising events. Along with my co-design chair, I designed graphics and banners for our social media platforms. Each post averaged around 700 impressions, and follower count during term increased by 11% to 2,892.
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Are you really a dance team without swag? I designed tote bags, stickers, jackets, and more on a quarterly basis to increase fundraising and team spirit. This involved co-coordinating with third party vendors to ensure merchandise production was exactly to our specifications. Our wintensive t-shirts were our most successful fundraiser that year, raising over $2,625. Not bad!
I will always cherish my time at Foundations Choreography, as it was foundational (ha!) to my visual design skills. (It turns out looking cool is really, really important to dancers.) This student-run organization challenged me to create designs that were on par with industry professionals, and I also made some great friends along the way :)
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