Floorplay Swing Vacation
Ongoing Freelance Partnership
Project Overview
Overview
Floorplay Swing Vacation is a major West Coast Swing dance event boasting over 900 attendees annually and sanctioned by the World Swing Dance Council (WSDC). The event draws competitors and social dancers from across the U.S. and internationally, making it one of the key gatherings in the competitive swing circuit.
What began as a small request to redesign their schedules evolved into a full creative partnership. Over the course of 2025, I guided their rebrand, developed a new logo and visual identity, created collateral for both print and merchandise, and rebuilt their website. This ongoing collaboration continues to expand, allowing me to unify their brand across every touchpoint — from the event floor to digital promotion.
Project Scope
The scope of work extended well beyond logo design, touching nearly every aspect of the event’s visual presence. Deliverables included:
Brand Identity
Comprehensive discovery + brand questionnaire
Logo system: primary, secondary, icon, and wordmark
Full brand guide (color palette, fonts, hierarchy, application rules)
Event Collateral
Redesigned schedules across multiple formats: print handouts, mobile-friendly versions, desktop PDFs, large-format posters, and TV displays
Event flyers and promotional materials
Step & repeat backdrop for photos and press
Jelly wristbands and branded prize envelopes
Event merchandise, including t-shirt designs
Digital Experience
Website consulting and critique
Full redesign and rebuild in ShowIt
Content audit, restructuring, and hierarchy improvements
Complete application of the new brand system to digital platforms
With Floorplay’s scale and standing in the WSDC circuit, consistency and polish were essential. This project demonstrates my ability to deliver cohesive branding and design across both large-scale live events and digital platforms for a high-profile client.