joel hall dancers & center

Brand Identity | Brand Strategy | Experience Design

Founded in Chicago in 1974 by Joel Hall, JHDC has a history of enriching lives through dance. An authentic embrace and celebration of diversity has always been the hallmark of the organization, its programming, and its performances. With three dance companies, more than 50 weekly classes, and multiple outreach programs, JHDC and its audiences exhibit a rare and varied spectrum of cultural, ethnic, racial, and socio-economic backgrounds. With a recent shift in leadership, an upcoming move, and opportunities to codify the Joel Hall Jazz Dance Method, JHDC had a chance to refine their brand identity. 

Our goal was to create a brand identity that was future-forward, holistic, and reflective of the full scope of the organization as they entered a period of growth and expansion.

Inaugural recipient of the Good Egg Grant

For JHDC, as for any Good Egg Grant recipient, we pulled out all the stops to create an identity that will grow with them far beyond our one year partnership.

We began by interviewing key members of their community — from Joel Hall himself to first time students — to understand their story. We then designed three visually distinct options for their brand identity.

Based on community input, we selected and refined one option into brand guidelines. Unlike many projects, our partnership didn’t end there — we continued to work with the team to train, refine, and set up systems that will ensure this identity works hard for them for years to come.