African Dance Classes & Workshops: Shae Movement African Arts Rebranding

SHAE Movement African Arts

Honoring Heritage Through a Bold New Identity

Brand

For 14 years, SHAE Movement African Arts (SMAA) has celebrated African heritage through dance and music. To expand its impact, it needed a brand identity reflecting its legacy and vibrancy.

Project

Brand Strategy

Logo + Identity Systems

Iconography + Collateral Designs

Brand Style Guides

Industry

Arts, Culture & Performance

A laptop computer is open to a screen that says celebrating juneteenth 1865.

A person is carrying a white tote bag with the word smart on it.

THE CHALLENGE

Despite its impact, SMAA lacked a cohesive visual identity, limiting recognition and engagement. The challenge was to create a brand that honored its heritage while remaining relevant in a digital world.

THE APPROACH

We crafted a dynamic identity merging tradition with modernity, featuring a square brandmark with hand-drawn S.M.A.A. lettering. A vibrant color palette captures African culture’s energy, while a comprehensive Brand Identity Suite ensures consistency across all platforms.

A cell phone is sitting on top of a purple surface next to three cards.

THE RESULTS & IMPACT

The revitalized SMAA brand identity enhances brand recognition, cultural resonance, and audience engagement. This transformation extends into:

✔ Developed a bold, culturally rich brand identity that honors SMAA’s heritage and mission.
✔ Designed a modern square brandmark with hand-drawn typography for distinct recognition.
✔ Curated a vibrant color palette to embody the energy and depth of African culture.
✔ Established a comprehensive Brand Identity Suite for consistency across all platforms.

With this strategic rebranding, SHAE Movement African Arts is now positioned as a powerful cultural institution, inspiring future generations while preserving the essence of African heritage, strength, and unity.