Pushing the Brand
The goals of the campaign included development of a brand style that pushes the dance troupe’s identity standards, incorporates real images of dancers from the classes in a way that felt unique and inspiring, and competes with rival workshop series which would often be advertising in the same spaces. For example, the postcard series shown here (delivered both at regional workshops and live performances) presents continuity of the campaign and an image that supporters could also keep around on their bulletin boards long after the registration deadline.
Innovative, Cost-effective Solution
One key Idea in the campaign was to integrate the brochure and poster into a quad-folded promotional piece. This way they could be provided to the different dance schools and institutions providing full schedules as well as be unfolded to hang on the walls as shown here. The piece was also printed in North Carolina to cut down on costs.