The Pointe is a branding designed by Drew Watts. The company is large studio space that changes uses ranging from dance lessons to corporate events to small concerts.
We were tasked with creating a new brand that would highlight the industrial nature of the space as well as generate interest in the local arts and music culture. Our concept was to create a brand that, like the space itself, is continuously changing and evolving. The circle transforms into the letter “P” which regularly changes positions, much like the furnishings in the studio. The icons shift on a gridded system throughout the branded elements revealing information.