Just Dance 2021
With each year’s installment of Just Dance, the first and most important undertaking is creating new key art, which establishes the brand’s narrative and messaging for the year. From there, our team built a comprehensive brand toolkit, collaborated on social media strategy, and ensured the brand’s look and feel would remain cohesive in all future assets.
In collaboration with Golshid Zadafshar, Max Hendren, Amy Lewin & Jennifer Brooks
Ubisoft San Francisco
Final Keyart
Keyart Ideation
Inspired by the pandemic lockdown in 2020, the keyart conveys a message that music and dance can bring us together during a time when we may be feeling lonely and isolated.
Logo
Compared to previous Just Dance logos, this logo was designed to be completely flat with a funky angular border to match the keyart’s collage-like style.
Master Toolkit
Communicating cross-functionally across different teams was a particular challenge when building this toolkit during the pandemic. What was once a quick walk over to a team member’s desk turned into sending barrages of screenshots and scheduling online check-ins.
I was responsible for finalizing brand colors in both RGB and CMYK, setting rules for logo usage, type hierarchy and setting, designing templates (both online and print), and creating a toolkit that was easily interpreted by teams around the world and across different disciplines.
Banner Templates
Digital banner templates are designed and included in the Master Toolkit to serve as a guide and reference for all future marketing assets. It provides examples of preferred uses for design elements—like holiday lights—and approved taglines.
Designing the digital banner templates is often the most time-consuming part of the Master Toolkit as it requires cross-functional collaboration with stakeholders both internally and at partnering companies, like Amazon and Nintendo.
Social Media
Social media—especially a carefully curated Instagram feed—is a really big part of the Just Dance marketing strategy. Leading up to the release of each installment, the Just Dance Instagram account posts song teasers and promotional content.
In previous years, props and photography would be highly utilized. But in 2020, without access to our office photo studio, the challenge became how to get creative with stock images and a little Photoshop magic.
