Rush Dance Cardio

An all-levels, all-women dance-inspired workout

The Brief

Rush started as Studio 1 Dance Fitness in 2014 and was built from the ground up by Careen and Anna. They enlisted Tada to craft a visual brand identity and supporting graphics system to help catapult this small-but-expanding business into its next 5 year plan: become the leading in-person dance-inspired group fitness class in Auckland, and establish a broader, global following in online classes.

Services

Brand Identity
Brand Guide
Print Collateral
Merchandise
Digital Experience
Motion

Our approach

The Rush wordmark forms the most significant feature of the Rush brand identity and identifies the Rush brand as a whole – applied in any of the brand colours and mask gradients.

As a modern brand, it’s important that the logo can adapt and respond to the demands of modern media. Therefore, we have created a logomark for both circular and square usage.

Colour

Highly communicative and plays an important role within the Rush identity. Like the brand, the colour pallette is vibrant, optimistic and fresh, and is a key factor in differentiation and brand recognition.

Gradients set the Rush brand apart and help to express energy and motion.

The gradients are possibly the most important brand asset. The gradients are made up of a unique combination and blend of the brand colours. They bring energy, movement and make the brand instantly recognisable.

rush_logo

We are obsessed with the beauty of typography.

Few things communicate the look and feel of a brand more clearly than the way letters, numbers, and symbols are put together. We believe typography should strike a balance between legibility and interest.

Iconography

The rush sticker set can be applied to any element to add a small piece of the brand and a little fun. These can also be applied as gifs on the instagram user generated content.

The rush sticker set forms a fun, approachable element of the brand.

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