Backstage is a dance apparel brand concept that embraces the raw, unglamourized dedication of dancers—the relentless training, the quiet moments of refinement, and the unseen hours spent perfecting their craft. Backstage provides loungewear, activewear, warmup gear, and casual dance apparel that supports and honours the behind-the-scenes moments behind every performance.

Backstage's brand identity aims to visualize dualities of refined and raw, and evocative and controlled. At its core is a custom typeface, purposefully crafted to echo the gestural qualities of dance. This project centred on the design of a typeface as the foundation of Backstage’s brand, ensuring that every letterform embodies the rhythm, movement, and energy of dance. Full, sweeping curves and a rhythmic cadence are complemented by structured forms, and together, these attributes evoke the elegance of ballet, the raw intensity of hip-hop, and the expressive arcs of contemporary movement.

A distinctive, expressive brand mark complements the typeface, loosely resembling a ‘b’ for Backstage, but also evoking the expressive movement of a dancer. This mark extends the brand’s narrative, visually capturing the emotional and physical artistry of dance while remaining open to interpretation—much like dance itself.

The name 'Backstage' acknowledges the space where dancers prepare, push boundaries, and refine their movements before stepping into the spotlight.