Attitude

Attitude is the biggest student-run club at NYUAD and the only one dedicated to dance. In 2018, Attitude updated its program extensively, offering many new classes, workshops and programs for the NYUAD community. With this new change, Attitude programming board saw an opportunity to rebrand the club, in order to increase its presence in the community and better embody the dynamic spirit of dance.

Central in the rebranding is the logo, in which the “t"s were flipped to become dancing feet. The new logo represents dance in a more inclusive way and embodies the fun and energy inherent in dance. The use of typographic pun in the logo led the way for the first rebranded campaign promoting Attitude's new classes.

With a unique identity and clear direction in design achieved through the rebranding process, Attitude's promotional materials, such as posters, social posts, etc. stand out greatly from others on campus and achieve a high level of recognizability in the community. They add a great deal of colors, energy and “funk" to the campus scene whenever new classes are announced or the semester’s dance recital is coming. Most importantly, the new identity also contributed greatly in nurturing a sense of community among dance enthusiasts on campus.