The Royal Family Dance Crew is an award-winning, internationally renowned dance crew best known for its large-scale mega-crew performances. The crew has collaborated with global superstars including Lady Gaga, Justin Bieber, Jolin Tsai, BLACKPINK, 2NE1, Doja Cat, Rihanna, and many others.
I served as Social Media Manager and Creative Designer for nearly two years, contributing to the launch and promotion of key initiatives including The Royal Guard Program, The Royal Crusade Workshop Tours, and multiple international tours. My work supported campaigns across Europe and Australia, with designs featured on official merchandise and displayed at venues throughout the tours.
THE ROYAL FAMILY DANCE CREW
BRANDING REFRESH
As The Royal Family Dance Crew cultural momentum began to slow, I led a brand refresh to better connect with its core Gen Z audience while preparing the brand for future merchandise and marketing campaigns.
The previous identity reflected the design trends of its time but no longer aligned with the direction of the brand. Along with that there wasn't a clear visual direction of the brand.
I developed a new visual language inspired by mixed media and brutalist design, combining photography, graphic elements, and expressive typography to create a bold, contemporary aesthetic.
The refresh included updating the signature gold to a brighter yellow for greater versatility, introducing the Amador blackletter typeface to reinforce the brand's "Royalty" aesthetic, and pairing it with CoFo Gothic VF for clarity and contrast.
This lead to a more noticeable brand awareness especially with the well response to the "RF Yellow" which also further informed aesthetics for merchandise, leading to the companies best selling pieces to this day.
Alongside the visual identity, I refined the brand's social media tone of voice to feel more conversational and relatable, creating a stronger connection with its Gen Z audience across digital platforms.
On top is the old branding, in the middle is the updated rebrand and the bottom is the moodboard.
WEBSITE DESIGN
To support the brand refresh, I redesigned The Royal Family Dance Crew's website to create a more cohesive brand experience and improve usability ahead of the crew's appearance on World of Street Woman Fighter.
Research conducted through user surveys and AI chatbot insights identified several key pain points, including difficult event navigation, limited information about the crew, a disconnected ticket purchasing journey, language accessibility, and limited contact options.
To address these issues, I migrated the brand to theroyalfamilydancecrew.com, creating consistency across all digital channels. Built in Wix Studio, the new website prioritised usability by making key pages, such as Events, accessible within a single click and featuring upcoming events prominently on the homepage.
I also produced a new hero video featuring the dancers, introduced dedicated crew profiles linked to their social channels, and implemented multilingual support for the brand's highest-traffic regions to improve accessibility for its international audience.
SOCIAL MEDIA & STRATEGY
I was responsible for growing The Royal Family Dance Crew's social media presence, with a primary focus on TikTok as a platform to engage its Gen Z audience through personality-driven content.
After initial trend-based content began to plateau, I shifted the strategy towards creating original trends and formats. This approach generated over 20 million views, millions of engagements through stitches and shares, and contributed to the growth of more than 300,000 new followers.
As interest from Asian audiences increased following World of Street Woman Fighter, I expanded the content strategy to include K-pop trends, helping strengthen the brand's presence within key international markets.
Drawing inspiration from K-pop marketing and its emphasis on parasocial fan engagement, I positioned the dancers as the faces of the brand. By prioritising personality-driven content and familiar faces, I helped strengthen the connection between the audience and The Royal Family Dance Crew, fostering a more engaged and loyal community.
I also differentiated the content strategy across platforms to reduce audience fatigue. Instagram and Facebook focused on promotional content and events, while TikTok, X, and YouTube highlighted the personalities of the dancers and behind-the-scenes storytelling.
The growth and engagement achieved through this strategy led to partnership opportunities with TikTok AU/NZ, Dove, MasterCard and HYBE Music.
MERCHANDISING
Alongside the brand refresh, I designed merchandise for both e-commerce and live events, creating products that reflected the updated visual identity while appealing to The Royal Family Dance Crew's core audience.
I led the research and development process, identifying product opportunities, developing concepts, and producing samples for a range of merchandise. The collection balanced commercial appeal with brand consistency, resulting in several successful product launches.
Among the collection, the beanie and hoodie became the best-selling items, contributing to both the brand's retail offering and its presence at live events.
CONTENT
Various content that I created for The Royal Family Dance Crew during my tenure.
