Part of Dance City’s core business is higher education. In order to appeal to potential students and compete with other dance and performing arts courses, they felt a new brand was needed to achieve this. Dance City Training Academy was created to allow a more mature and age-specific approach to targeting dance students from around the country.
They wished to keep the core DC logo as part of the Training Academy branding, so within those constraints, I produced a logo, branding, and stationery using a distinct colour palette and new typefaces to power the new approach to HE. I also created a graphic I call ‘the murmuration’ a fluid pattern used throughout the brand’s visual identity.
