CONTEXT

he fitness and dance sector is often saturated with cold, overly minimalist, or purely functional identities. For Boogie Shoes Studio, the challenge was to break these codes by creating a hybrid "third place": a dance studio that serves as both a performance space and a lifestyle sanctuary. The objective was to design a brand capable of generating immediate engagement by tapping into the emotion and nostalgia of an era when dance was synonymous with liberation: the 1970s.

CREATIVE STRATEGY

My creative process centered on the concept of "2025 Retro-Chic."The goal was not to create a pastiche, but to infuse 70s DNA into a contemporary, high-end setting.

Visual Identity: The logotype was entirely hand-drawn. Its "groovy" curves evoke rhythm and flexibility, while the stylized monogram provides the graphic structure required for institutional and digital assets.

Scenography (360°): The branding was designed to inhabit the physical space. I prioritized materials with strong tactile appeal (walnut wood, corduroy, brass) bathed in permanent amber lighting. Every area—from the mysterious storefront to the immersive burnt-orange locker rooms—was designed to highlight the body in motion and encourage socialization.

Iconography: A photographic direction inspired by film aesthetics, prioritizing grain, backlighting, and the authenticity of effort, moving away from the sterile, airbrushed visuals of the industry.

THE RESULT

Today, Boogie Shoes Studio possesses a complete and consistent brand ecosystem where the digital and physical realms interact seamlessly.

Global Identity: Logotype, monogram, and an organic color palette.

Spatial Design: Art direction for the storefront, reception, coffee shop, dance studio, and locker rooms.

Digital Experience: UI design for the mobile app, ensuring a fluid and immersive booking process.

Merchandising & Print: Design of operational materials (programs, signage) and branded merchandise (embroidered towels, Healthy Bar packaging).

The result is a powerful brand that transforms a simple dance class into an accessible luxury experience, establishing Boogie Shoes as a key reference in urban lifestyle.

TOOLS & STACK

Adobe Photoshop, Adobe Indesign, Adobe Illustrator

IA : Nano Banana Pro and Midjourney