Luminary Dance Co.

Scope: Brand identity, illustration, social media, website, print, and environmental design.

Role: Brand strategy, visual identity, illustration, art direction, and design (Freelance)

Luminary dance studio brand identity featuring custom environmental graphics, playful typography, and the Disco star mascot. 
Luminary Dance Co.  is a modern dance studio located in Amarillo, TX that's built around one simple idea: everyone belongs here.

The goal was to create a brand that feels energetic, playful, and full of life. Bright gradients, expressive illustrations, and bold typography come together to create a personality that's just as welcoming as the people walking through the doors.
A cheerful, anthropomorphic yellow star with a smiling face, dancing with one arm raised and one leg lifted.
A cartoon purple star character with a smiling face, closed eyes, and a waving hand.
A cartoon orange star character with a smiling face, waving one hand and lifting one leg, with motion lines indicating movement.
  • Luminary Dance Co. brand identity featuring a colorful gradient, custom logo and playful typography.
  • Luminary Dance Co. brand moodboard featuring vibrant photography, playful typography, colorful patterns and dance-inspired visual direction.
  • Luminary Dance Co. brand color palette featuring vibrant pink, orange, yellow, lavender and neutral tones.
  • Disco, the Luminary Dance Co. star mascot, shown dancing as part of the playful and inclusive brand identity.
  • Luminary Dance Co. logo exploration featuring custom wordmarks, typography and the Disco star mascot.
  • Luminary Dance Co. gradient system featuring colorful pink, orange, yellow and purple brand treatments.
  • Luminary Dance Co. custom mascot illustrations featuring Disco the dancing star in multiple poses and brand colors.
  • Luminary Dance Co. business card design featuring the colorful gradient brand system, logo and custom star illustration.
  • Luminary Dance Co. social media system featuring branded graphics for dance classes, events and community-focused content.
A collage of dance class promotional images, including photos of people dancing and group classes, with event details for summer dance showcases, registration info, and beginner classes at Luminary Dance Co.

The Challenge

The idea behind Luminary is simple: everyone deserves their moment to shine.

The smiling star became the heart of the brand, appearing across everything from social media and signage to merchandise and digital experiences. Paired with warm gradients and expressive typography, the identity feels energetic, approachable, and full of life.

More than anything, Luminary is about creating a space where people feel confident enough to move, connect, and enjoy the experience of dancing.
Laptop and smartphone displaying a dance studio website featuring a young woman in a pink top and orange shorts, jumping with arms outstretched against a gradient background of yellow, pink, and orange. The website text includes 'luminary dance co.' and 'Dance like a star'.

Brand Identity
& Positioning

The idea behind Luminary is simple: everyone deserves their moment to shine.

The smiling star became the heart of the brand, showing up across everything from social media to signage and merchandise. Combined with warm gradients and playful typography, the identity feels approachable, energetic, and instantly recognizable.

Instead of celebrating perfection, Luminary celebrates showing up, learning something new, and having fun.

Merch & Gear

Popular clothing and accessories with colorful text and designs, including a beige hoodie with pink 'Luminary Dance Co.', a lavender sweatshirt with an orange dancing star character, a black cap with 'LD CO' and a star, a pink and orange water bottle with a black star logo, and a beige tote bag, all arranged on a white background. 
A dance studio is more than the classes themselves. Every interaction helps shape the experience.

From storefront graphics and merchandise to water bottles, tote bags, and apparel, each touchpoint was designed to make students feel like they're part of something special. The goal was to create a brand that people would be excited to wear, share, and come back to week after week.

More Selected Work