BACKGROUND
30 years ago Dimensione Danza placed itself as “The first lifestyle brand about dance”.
He now wants to reaffirm its leadership, satisfying one of women’s biggest desire: something comfortable
to wear, without losing femininity and glamour.
BRIEF
Create a name and a poster, staying in line with the last trend: feeling cool, comfortable like in jumpsuit.
SOLUTION
A name and a poster that combine the concept of comfort and glamour.
Sposh (mix between the words ‘Sport’ and ‘Posh’) is a term used to refer to a dynamic woman that loves to be cool but at the same time easy looking.
The Sposh woman lives a chaotic life, loves to travel, works, goes to the gym, has small kids and needs a comfortable, but at the same time cool, look.
COLOUR PALETTE
FONT
LOGO
POSTER
Sposh is a day in which I feel as I want to feel,
it’s the arrival at the airport with nothing else in mind
but the journey,
it’s the slalom between cars in order to reach first place,
it’s the apéritif with the girls talking about nothing and everything,
it’s the hairdresser that gets the haircut right.
Sposh is me,
in a whatever kind of day,
feeling like every woman would like to feel:
cool
