Jabbawockeez

Supporting a global dance crew’s expansion into new markets.

After breaking into the mainstream in 2008 by winning MTV’s America’s Best Dance Crew, Jabbawockeez became one of the world’s most recognizable dance crews. With a long-running Las Vegas presence and performances ranging from the NBA All-Star Game to the Billboard Music Awards with Taylor Swift, the group set out to expand into new markets and categories, including music, merchandise, and media.

To support that vision, my team developed a rich brand identity system and sales deck with core messaging and guidelines to help the crew tell their story and build a more scalable brand platform. Since then, Jabbawockeez has continued to grow its live entertainment footprint beyond Las Vegas while expanding into music, merchandise, and media.

Role / Creative Director, Designer
Deliverables / Brand Strategy & Development, Brand Guidelines, Website Design, Marketing Materials, Copywriting