Chris Dowling - New York City Dance Alliance

NYCDA: A new identity that captures a historic passion to move you.

Through decades of quality dance instruction and dedication to its students, New York City Dance Alliance (NYCDA) has achieved a reputation for excellence. In a changing cultural and competitive setting, it was time to ensure the NYCDA brand’s broad-based appeal for the next generation of dancers. Our effort helped shape a modern, approachable brand position and identity. Immersing ourselves into the world of tween dance culture, we gleaned insight into what makes NYCDA beloved by its loyal attendees. Our research helped us hone a compelling positioning, informing bold verbal and visual identity to embody passion and supportiveness. The resulting expression maintains a reputation for excellence while embracing dance’s future.

Print that pops

A new multi-fold brochure opens to reveal their new graphic paneling on one side, and a posterized image on the other that studios can display on their walls for awareness and impact.

Guiding the content

In the new youth dance landscape, digital communication is key to broadening perceptions. A comprehensive playbook was developed that provides the winning blueprint for brand engagement across all social media that:

• Identifies content categories

• Defines audience interests

• Determines each channel's role, objectives, and primary audience

• Outlines best practices per channel specific to the brand

• Creates illustrative examples

• Provides success metrics and KPIs

Consistent connectivity

Outdoor graphics and printed collateral were created for the brand’s convention needs. Wild postings, way-finding signage, certificates and more infused a contemporary boldness that exemplified the dynamism and energy that NYCDA instilled in it's dancers.

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