Joo-Lee Stock, the Dance Doctor, is a qualified teacher and prior to starting her own business, she was a performing arts director in a secondary school. She now spends almost every day dancing and teaching adults with different or no dance experience to social dance.
She approached Ilona Design to help her with a complete rebrand for her dance business. We re-designed her logo, business cards and exhibition banner, wrote her web copy, and designed and search engine optimised her website.
Joo-Lee knew who her target market was. She compiled a Pinterest board for her brand style with vintage elements and classy elegance. We were able to pin point exactly what her brand should look like for her audience to not only love it but want to work with her, too!
We started with sketches and research further to her Pinterest board, looking at wedding brands and feet/shoes logo symbols. We explored these ideas with sketches of feet/shoes and classy feminine/vintage typography. Joo-Lee was keen to be involved in the process so we sent her the sketches for feedback and went ahead with developing the concepts in Illustrator.
At the concept stage we toyed with tag lines and presented a mix of vintage and elegant styles. It was important to create movement in the logo to communicate dance and energy, as well as stick to a style that was feminine, beautiful and elegantly timeless.
With only a few alterations to the typeface for a more bespoke font, and incorporation of the tag line, we created the final logo; beautiful and elegant with movement in the “D”, like dance itself. This came with a set of pretty colours picked from a choice of palettes based on her preferences in the initial Pinterest board, and web fonts to take into the next phase: web design. Take a look at the business cards and banner design, too!
Joo-Lee said:
Oh wow! So, so lovely!
