Starting with what the dance studio felt it owned in terms of branding (the stock dance vector and the color red) I provided a new identity, style guide and marketing strategy that helped drive the business to its high point in the summer of 2014. Because we were working under an extremely limited budget, I created a logo that could work as a frame in some instances, or as an interesting stand-alone intro to a scheduling app or on doors. Most advertising was Facebook oriented, but needed to work in black and white quarter page ads as well, so I pressed for clean images and minimal "call to action" type text so they could have as much impact as possible. Stock dance photography is either expensive or of poor quality, so I enhanced vector art for some campaigns, but pushed for, and eventually art directed a photo shoot that would give us high quality images of the actual staff in active poses, which enhanced the professional appeal of the advertising.