Mainstay Dance Showcase
This annual showcase, which first took place online amidst the pandemic, was named "Mainstay." On top of its definition which denotes the part of a ship, the word also refers to "a person or thing on which something else is based or depends." This second definition was a crucial component of the show and nods to the importance of community, something which felt weakened by the pandemic. As design lead for two years, I managed and created the social media content through collaboration with the showcase directors.
Logo Design
As Design Lead, I was in charge of designing a logo which best represented our goals and overall appearance we wanted to present as a showcase. Being based in Santa Cruz, our water and ocean theme was emphasized as a key component of our identity from the beginning.
I decided on fashioning the logo into a stamp, resembling the stamps which appear on passports. I stayed true to our Santa Cruz roots with the simplified ocean waves and made sure to allude to the title of our show, Mainstay, through the sails. To finalize the logo, I added a bleed and rough texture to imitate a real ink stamp.
Social Media
As the design lead, my responsibilities also included managing the content on social media platforms. I ran accounts for the showcase on Instagram and YouTube and designed everything that was posted. I managed a posting schedule to keep track of all of the content that was being uploaded to our accounts. On top of this, I was also in charge of developing a website where our audience could purchase tickets and merch, learn about the showcase, and apply to perform.
Another asset I created was the flyer for Mainstay 2021, which resembles a boarding pass. This flyer was used to advertise the show through social media.
For our first showcase in person in 2022, a customized banner which I designed was printed and used to welcome guests to the venue.
Apparel Design
For both years that the showcase took place, I also had to opportunity to design the merchandise. When the showcase took place online in 2021, I helped manage an Etsy shop for the sale of the showcase's merchandise, including stickers and tees.