The business therefore needed a creative and digital design agency to create a new name that encapsulated the spirit of the new brand, execute a full rebrand, and consult on the roll out and consolidation of their branding.
Both DanceXchange and Dance4 have a proven track record of success, with both being already recognisable, reputable and influential names within the industry. For this reason, it was important to ensure that the new brand showcased that this was not an acquisition, but a partnership of two strong brands.
- Brand Development
- Rebranding Strategy
- Digital Consultation
With a full understanding of the ambitions and values of the new organisation, our creative team began the process of naming.
Based in the Midlands, with a combined track record of over 60 years, the new organisation was integral to its communities within the dance sector and the region. They wanted the new identity to reflect this, projecting their authority as thought leaders in the art form of dance, whilst celebrating the region, its communities, and creativity. It was important that the brand conveyed warmth and inclusivity, whilst retaining a sense of strength and confidence.
The natural fit for the brand name was “FABRIC”, which brought different meanings into play. It referenced the dynamic processes of making and production central to the creation of dance, whilst nodding to the industrial heritage of the region. Importantly, it also represented connectivity, warmth and inclusivity, inviting people to feel part of the new organisation, and enabling dance to play a greater role in the lives of communities across the Midlands.
After deciding on the brand name, our digital design agency moved onto the crafting of other assets, including the logo and brand guidelines.
As with all strong brands, it was essential that FABRIC was immediately recognisable whilst being flexible to work in a range of different applications to face different markets and ensure inclusivity. The brand curated was clean and colourful to showcase the powerful, confident, and creative organisation.
The brand guidelines were carefully constructed, and included work on the values, tone of voice, colours, images and fonts that represented the wider brand.
After developing strong relationships with the relevant individuals from the newly merged organisation, our digital consultation services provided a full timescale of rollout of the new brand and amalgamation of their existing assets.
This included everything from website updates and redirects to a schedule for social media announcements and page merging to help the launch of the brand run as smoothly as possible.
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