UNIT

UNIT, a collaboration between choreographer Tom Hobden and film-maker Kate Flurrie, approached us seeking assistance in creating a compelling brand identity and online presence around their existing logo. Their mission was to promote inclusivity in dance, challenging perceptions about who can dance and where it happens, with a focus on community engagement and growth on a national and international scale.

Approach:

• Understanding the Story: We began by thoroughly understanding UNIT’s story, ethos, and mission. Through extensive discussions, we gained insight into their vision of making dance accessible to everyone.
• Brand Strategy Development: We crafted a brand strategy centred around the concept of inclusivity and accessibility in dance. We aimed to position UNIT as a catalyst for change in the dance industry, emphasising their commitment to community work and global outreach.
• Visual Identity Creation: The brand identity explores the concept of RGB channels, linking film and dance. It’s bold, energetic, and creative, with a bright colour palette and high-energy photography and film.
• Website Design and Development: Our team designed and developed a website that catered to UNIT’s diverse audience, including producers, dance houses, artistic directors, sponsors, and potential partners. The website showcased UNIT’s projects, performances, and films through engaging visuals and case studies, while providing comprehensive information about their mission and vision.
• Campaign Launch: To kick-start UNIT’s mission of inspiring people to dance, we assisted them with the launch of a campaign entitled “Every Body Dancing Everyday.” The campaign focused on debunking stereotypes about dance and promoting the idea that dance is for everyone. Through a combination of digital experiences, social media content, and promotional materials, we conveyed a message of inclusivity and accessibility.

Results:

• UNIT established a strong brand presence both online and offline, with recognition for its commitment to community engagement and inclusivity in dance.
• The website served as a hub for producers, industry professionals, and enthusiasts to learn about UNIT’s work and get involved in their initiatives.
• The “Every Body Dancing Everyday” campaign garnered widespread attention and engagement, sparking conversations about the benefits of dance and challenging societal norms.
• UNIT’s partnership with us continues to evolve, with ongoing support in photography, design, marketing, and branding, further amplifying its impact in the dance community.
• Through collaboration and creativity, UNIT successfully established itself as a leading advocate for inclusivity in dance. By leveraging a compelling brand identity and strategic online presence, they continue to inspire people of all backgrounds to embrace the joy of dance.