Question 1

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Accepted Answer

Creating an identity with movementAs MAKUDA grew from a dance company into a broader creative production hub working nationally and internationally, its existing identity no longer reflected the depth of its work. The challenge was to create a contemporary brand and digital platform capable of bringing its performances, courses, events and creative activities together under one recognisable identity.

Question 2

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Accepted Answer

Dance is rhythm made visibleMovement became the starting point for the identity. Rather than simply using imagery of dance, we wanted movement to become part of the brand itself — capturing its rhythm, energy and connection to the body.At the same time, the identity needed to acknowledge the African heritage embedded in MAKUDA’s artistic practice without allowing cultural references to become decorative or stereotypical.

Question 3

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Accepted Answer

Turning rhythm into identityThe custom logo begins with a straight line that suddenly breaks into a heartbeat-like pulse before flowing into the first letter of the MAKUDA logotype — connecting movement, rhythm and life in one continuous gesture.This idea became the foundation for a modern visual language with subtle references to the company’s African roots. HUE extended the system across MAKUDA’s website and social media templates, creating a flexible framework that could accommodate very different productions while remaining recognisably MAKUDA.

Question 4

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Accepted Answer

One identity. Many expressions.The new identity gave MAKUDA a cohesive platform for presenting the full scope of its work — from individual performances and productions to courses, events and international collaborations.The flexible system allows each production to have its own expression while maintaining a clear connection to the MAKUDA brand.The project was awarded Platinum at the Design Skill Awards in 2023.

HUE creative studio

Project Title

MAKUDA

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