Refreshing a Dance Company Brand With Deep Roots in the Art Form
Tap Dance Company Brand Refresh
Rocky Mountain Rhythm is the only non-profit tap dance company in Colorado, and has been performing around Denver since 2015. Their mission is to advance the American art of tap dance in Colorado’s communities through affordable performances and education, while providing fair compensation for their artists.
Rocky Mountain Rhythm, Colorado's Only Nonprofit Tap Co
The Challenge:
Rocky Mountain Rhythm (RMR) already had a strong reputation, a clear mission, and incredible performances—but their visual brand wasn’t consistently matching that level of professionalism online or in print.
What We Did:
Refined and simplified their existing logo
Established clear brand standards
Expanded typography, color, and graphic systems
Designed show programs and posters
Created high-concept composite imagery for their annual Halloween show, Dancing in the Dark
The Outcome:
A cohesive, flexible brand system that supports RMR everywhere it shows up—on stage, online, and in the hands of audiences—while remaining true to the heart of tap dance.
Building a Visual Brand for a Fashion Designer Headed to New York Fashion Week
Rocky Mountain Rhythm’s mission is to advance the American art of tap dance in Colorado’s communities through affordable performances and education, while providing fair compensation for artists.
They exist to:
Build a strong, connected tap dance community
Celebrate rhythm, history, and movement
Inspire more people to lace up a pair of tap shoes and try it for themselves
This project is deeply personal for us. We don’t just work with dancers—we are dancers. Amber is a professional tap dancer and a member of Rocky Mountain Rhythm, which gives us a rare, insider understanding of the art form, the culture, and the community behind it.
The Ask: A Facelift, Not a Full Rebrand
RMR’s president and artistic director, Kaitlyn McMorran, came to us with a clear vision:
keep the logo, refine the brand, and create standards that reflect the company’s professionalism.
They wanted to:
Preserve the identity audiences already recognized
Eliminate inconsistency across platforms
Create tools the whole team could use confidently
Look as polished online and in print as they do on stage
This wasn’t about starting over. It was about strengthening what already existed.
Logo Refinement: Simpler, Stronger, Clearer
One of the most common logo mistakes is trying to communicate too much.
Logos must:
Be recognizable at small sizes
Work in black and white
Stay legible across many applications
RMR’s logo already held strong symbolism—representing both a tap shoe and a mountain range. What it needed was clarity.
We refined the logo by:
Removing unnecessary embossing and decorative line work
Simplifying letterforms to improve readability
Reducing visual noise while preserving the core shapes
RMR also had multiple logo versions in circulation. While variations are important, too many competing designs can dilute recognition. We recommended retiring one highly complex Art Deco–inspired logo from primary use and reserving it for limited-run merchandise, where it could shine without overpowering the brand.
New Logo Options:
Original Logo:
Color Palette: Art Deco Energy, Modern Balance
Art Deco has always been part of RMR’s visual inspiration. We honored that influence without leaning into costume or nostalgia.
The refined palette includes:
Cool-toned yellows used as their gold
A gold leaf texture for selective emphasis
Blues and reds to balance warmth, movement, and fun
The result feels classic, rhythmic, and alive—without feeling dated.
Typography: Rhythm You Can Read
Typography played a major role in reinforcing RMR’s personality.
Header font: Alta
A geometric sans serif inspired by early 20th-century design, echoing Art Deco structureBody copy: Lora
A modern serif chosen for readability and warmthAccent font: Apricots
Used sparingly to add movement and personality to callouts
Together, the system feels structured, expressive, and approachable.
Graphic Elements: Movement Without Clutter
Instead of heavy illustrations, we leaned into subtle, intentional shapes inspired by tap itself.
The arched curve from the bottom of a tap shoe became a recurring motif
Circles and curved lines echoed rhythm and motion
Elements drift slightly off the page, adding playfulness without distraction
These details function like visual percussion—supporting the composition without stealing the spotlight.
A Clear Brand Lets the Art Take Center Stage
Our Free Brand Clarity Kit helps arts organizations and creative teams build foundations that keep visuals consistent and intentional across performances, programs, and promotions.
Photography & Composites: Performance Meets Storytelling
RMR has a wealth of strong imagery thanks to Amber already being behind the lens at performances and events. Over time, we developed multiple photography styles to support different needs:
Dramatic colored-gel performance images
Clean, synchronized group shots
Background-removed dancers for versatile layouts
Dancing in the Dark
High-Concept Composites
One of our favorite extensions of the brand is RMR’s annual Halloween show, Dancing in the Dark.
For this event, we create high-concept composite imagery—combining performance photography with moody, cinematic environments to capture the atmosphere of the show. These visuals are used across posters, programs, and digital promotions, helping audiences immediately feel the tone before they ever enter the theater.
This is where branding and storytelling fully collide—and it’s one of the strongest examples of how flexible RMR’s visual system can be.
Show Programs & Posters: Design That Lives in the Real World
Beyond digital branding, we design show programs and posters that audiences actually hold in their hands.
These pieces are carefully crafted to:
Balance hierarchy and readability
Celebrate the dancers and choreography
Stay visually consistent with the broader brand
Feel like an extension of the performance itself
Whether it’s a seasonal concert or a major production, these materials help RMR present themselves with clarity, confidence, and professionalism.
The Impact: Consistency Across the Entire Company
With a clear brand guide and design system in place:
Social content looks cohesive and polished
Print materials feel intentional and professional
Any team member can create on-brand designs
The visual identity supports the artistry instead of distracting from it
RMR now shows up consistently everywhere—online, in print, and on stage.
Why This Work Matters
A strong brand doesn’t replace great art—it amplifies it.
For Rocky Mountain Rhythm, refining their visual identity created space for:
Clearer communication
Stronger audience connection
Easier collaboration within the team
Most importantly, it supports their mission to grow tap dance as both an art form and a community.
When artists are supported by thoughtful branding, they’re free to focus on what they do best: creating work that moves people—literally and figuratively.
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