Identity Dance Company is one of New Zealand's most decorated street dance companies. Currently dominating the international street dance competition scene with their unique style of dance.
They are currently at the forefront for the street dance scene. Having credits such as MONSTA X, SONY and STEINLAGER and many more.
I was bought on to help with content creation and e-commerce.
IDENTITY DANCE COMPANY
E-COMMERCE DESIGN
As IDCO expanded its merchandise range, I was commissioned to design and develop their e-commerce store. With minimal existing brand guidelines, I was given full creative direction over both the visual identity and user experience.
I drew inspiration from the brand’s robotic and technology-driven aesthetic, developing a system-led design approach grounded in UI structure and grid-based layouts. This direction aimed to create a cohesive, functional interface that reflected the brand’s digital, systems-oriented identity.
Typography was a key element of the design system. I selected Michroma as the primary display typeface, aligning with IDCO’s existing visual language, and paired it with Anonymous Pro to reinforce a monospaced, system-interface aesthetic.
The website was built on Shopify, where I simultaneously developed the backend structure while designing the front-end experience. The final design focused on modular layouts, clear hierarchy, and usability, ensuring the store was both visually consistent and easy to navigate for a broad audience, including parents purchasing merchandise.
This website is still under my management and currently live at shop.idco.nz
PHOTOGRAPHY
With the e-commerce website design established, I extended the visual direction into photography to ensure a cohesive brand experience across all touchpoints.
I applied a green-tinted colour grade inspired by system interfaces, combined with added noise and increased saturation.
This created a visual contrast that merged the energy of street dance culture with a digital, system-driven aesthetic, reinforcing the overall identity of the project.
CONTENT CREATION
Identity Dance Company hosts a 4 Day workshop at the start of the year called I-Develop, where they bring international choreographers to Aotearoa to teach.
I was bought on to film content to the 2026 edition of I-Develop.
I was tasked to be there each day to capture moments to use as content and promotion.
