Role: Graphic Design/Art Direction

Client: Primo Session is a San Diego–based dance company built around weekly classes, open-floor sessions, and immersive workshops, with House Dance and House Music at the core of its culture. More than a class provider, Primo Session functions as a rhythmic ecosystem—where movement, music, and community intersect.

Responsibilities: The objective of the branding initiative was to establish a distinct and ownable visual identity that was immediately recognizable while strengthening the brand’s presence in digital-first spaces, particularly Instagram. The strategy centered on translating the foundational elements of House culture—groove, repetition, rawness, and energy—into a visual system that felt authentic rather than derivative.

Through research into dance subcultures, music lineage, and competitive visual landscapes, the brand was positioned to stand apart from conventional dance studio aesthetics. The resulting identity system emphasizes bold rhythm, modularity, and movement-driven compositions, creating a visual language that mirrors the physicality of the dancers themselves. The outcome is a cohesive, memorable brand designed to capture attention at first glance, reinforce cultural credibility, and scale seamlessly across both physical and digital environments.