Love Of Dance
Transforming a Community Icon: How Ex Animo Rebranded Love of Dance Academy and Boosted Charity Event Success
Ex Animo partnered with Love of Dance Academy, an award-winning dance academy on the Mornington Peninsula, to spearhead a comprehensive rebranding and promotional campaign. The project aimed to elevate the academy’s brand identity and successfully promote a tribute concert that combined an end-of-year performance with a charity event to raise funds for Fusion, a local homelessness charity. Despite the challenges of limited time and resources, Ex Animo delivered a fresh, engaging brand presence and an effective marketing strategy that significantly increased the academy’s visibility and community impact.
Love of Dance Academy is an award-winning dance academy located on the Mornington Peninsula in Melbourne. The academy offers dance education to children aged 4 and up and supports local schools by fostering a passion for the arts within the community.
The Challenge
As a burgeoning SME start-up, Love of Dance Academy needed a complete rebrand and promotional materials to support its annual tribute concert. The concert was a dual-purpose event: celebrating the academy’s achievements and raising funds for the Fusion charity, which supports the homeless. With only a few weeks to launch the new brand and sell event tickets, the academy faced a significant challenge regarding time and resources.
The Ex Animo Transformation
Ex Animo provided expert branding and creative services to help Love of Dance Academy achieve its goals:
- Brand Development: Ex Animo conducted a brand workshop to uncover the academy’s core values and goals, creating a new, more aligned brand name—Love of Dance Academy—the rebrand aimed to position the academy as a fun, educational, and community-focused institution.
- Design and Creative Direction: Ex Animo developed a modern, vibrant visual identity, including a new logo and brand materials. These elements were consistently applied across all communication channels to ensure brand recognition and appeal.
- Event Promotion: To maximize the impact of the tribute concert, Ex Animo designed and produced a comprehensive set of promotional materials, including:
Event invites
Posters
Pull-up banners
Branded t-shirts and merchandise - Digital and Social Media Integration: The new brand identity was effectively integrated into the academy’s social media platforms, enhancing online engagement and community interaction.
- Photography and Videography: Ex Animo provided professional photography and videography services, capturing the essence of the academy’s rehearsals and the concert. The edited video served as a promotional tool for future events and showcased the academy’s vibrant community spirit.
Results
The rebranding and promotional campaign were met with exceptional feedback from both the community and event attendees. The new brand identity solidified Love of Dance Academy’s position as a leading dance institution in Melbourne, while the concert successfully raised funds for Fusion, increasing the academy’s impact on the community.
