I designed the key visual

I designed the key visual / poster campaign for the International Dance League, Rotterdam's premier hip-hop and street dance festival. The core challenge was balancing two opposing forces: the raw, competitive intensity of a 5v5 'Premier League' battle (featuring 60 dancers and international rivalries against France & Germany) with the need to feel welcoming and inclusive to a broad audience—from urban families to dedicated party kids.

To solve this, I moved away from the existing brand book's exact style while using its colors and shapes as a springboard for a fresher, more contemporary edge. I built a dynamic, layered composition centered on the team captains and dancers to showcase the spectacle of the event. To emphasize the 'battle,' I used bold, clashing typography and directional lines that create visual tension, representing the clash of dance styles (Hiphop, Afro, Breaking, House, Popping, Krump).

Crucially, I avoided stock imagery and utilized authentic dancer assets to build trust and community. I designed the visual hierarchy to appeal to all four target personas simultaneously: the scale appeals to the 'City Family,' the competitive clash hooks the 'Netflix Couple,' the artistic expression inspires the 'Musical Adventurer,' and the urban aesthetic draws in the 'Party Kid.' The final poster embodies the event's dual message—'Join the Movement' and 'Which Team Are You For?'—making it a powerful tool for both outdoor campaigns and digital engagement.