Unit 11 Dance Crew Case Study

ABOUT THE CLIENT

About Unit 11 Dance Crew

Unit 11 Dance Crew is a K-Pop cover dance group based in Las Vegas, NV, started by 2 friends, Kevin and David. They both compete in K-Pop dance battles and participate in K-Pop dance exhibitions.

ABOUT OUR WORK

Project Objective

The objective of this project was to come up with a logo, branding, and website for Unit 11 Dance Crew.

PROBLEMS & SOLUTIONS

Challenges

Unit 11 Dance Crew was a completely blank canvas. The challenge with this group would be helping the group market its monetization with its performances and services. Many dance groups have issues turning a profit, nailing down gigs and establishing cash flow that matches the time and effort the members put into the group. Due to these issues, being able to properly market this group to bring about cash flow was definitely a challenge.

HOW CNCTD DESIGNS TACKLED THIS PROJECT

Discovery & Research

There are many groups, especially one-off groups, for K-Pop dance covers, but very few actually have a definite logo and a legitimate website. Creating a presence for Unit 11 would be quite easy since the digital landscape of the K-Pop cover dance groups in Las Vegas was quite vacant at the time of their creation.

ADDRESSING THE CHALLENGES

Strategy Formation

From the start, it was clear that whatever marketing material was being made, it was important to make it obvious that the group offered performances, classes, and was definitely for hire.

FROM CONCEPT TO IMPLEMENTATION

Logo Design & Development

There were just 4 iterations of the logo that were made before approval of the final concept.

Concepts were a combination of:

• Unit 11 as a regular word mark
• Unit 11 where “11” was embedded in the negative space between the letters in “unit”
• Versions of the logo italicized and non-italicized 

DEVELOPING THE IDENTITY

Brand Strategy

The client wanted a high-contrast feel but a feel that wasn’t “in your face”. This resulted in the dark grey theme with blue highlights. Having a dark background gives lighter colors like white and their turquoise blue to have more contrast and “pop out” more.

DELIVERABLES

The CNCTD Designs Solution

The logo already had a very high contrast to its background, so CNCTD Designs decided to utilize a blue highlighting color (#3fc6f0) to add another dimension of color to the brand. This color would be used in backgrounds and background elements, and not actually be added into the main logo itself.

HOW IT ALL TURNED OUT

Results & Success

Since from March 1, 2023 to August 23, 2023, here are statistics for their website:

CNCTD DESIGN'S GROWTH & IMPROVEMENTS

What We Learned

What’s important to stay afloat as a business is not just the ability to look like a legitimate company, but to also function as a cash-positive business.

The graphics and media created for Unit 11 Dance Crew were very appealing. The key to their success as a business (not just a dance crew) would be to  make sure they had a way to utilize their assets to monetize their services in order to stay in business.

APPRECIATION

Credits & Acknowledgements

David Lo for contributing feedback for the project

Dan Villegas for videography and photography

All of Unit 11's Supporters and Fans

TOOLS & RESOURCES

Technical Aspects

Website CMS: Duda

Logo, Backgrounds, Colors: Adobe Illustrator

WANT TO WORK WITH US?

Contact CNCTD Designs!

The group had no logo, branding, nor a website. We decided to create a website