Alina Petrisan was planning to teach common people to dance in an affordable way. She was planning to do many types of classes, different customer segments, both B2B and B2C. A new business model that integrated her big plans and crazy ideas was designed together with a new brand identity platform: AP.
The AP brand represents the central element of all the classes that stand AP in the common people lives: Alina, her charm, dedication and way of seeing life. AP represents the taste of your mood after the dance initiatives coordinated by Alina.
All the class categories align to the brand identity language represented by arrows that take you back to yourself, to your life-partner or to a brand new culture like the Scottish one... and then UP - to a higher and better life inspired by a "dancing" way of living.
The brand identity platform includes sub-brands suited to the targeted audience, having their own visual language aligned to the brand primary visual ID.
The AP sub-brands were targeting the following:
Kids Dance - targeting B2B - kindergartens and private primary schools Scottish Dance - targeting B2C - students, adults aged 28-45 y.o., expats; B2B - advertising agencies working with international Celtic brands (e.g. Jameson) Wedding Dance - Targeting B2C - couples getting married and looking for out-of-the-box choreographies Social Dance - Targeting B2B - event organizers, training agencies Therapy Dance- Targeting B2C - families of people with mental or physical disabilities; B2B - organizations that work with kids with autism or mental disabilities.
- 5 new types of dance classes
- 63 recurrent classes and a new engaged community
- 23 open class events
- over 400 different people have tried Alina's classes
Project title: Brand Identity
Client: Alina Petrisan
Agentie: Kort Design
Andrei Carcea / Chief Designer
Ioana Korda / Concept & Content Designer
Shortlist Premiile FIBRA #1:
Shortlist FIBRA - Brand Identity / 3.5 PRINT - Brand identity