Through decades of quality dance instruction and dedication to its students, New York City Dance Alliance (NYCDA) has achieved a reputation for excellence. In a changing cultural and competitive setting, it was time to ensure the NYCDA brand’s broad-based appeal for the next generation of dancers.
214 set to work shaping a modern, approachable brand position and identity. Immersing ourselves into the world of tween dance culture, we gleaned insight into what makes NYCDA beloved by its loyal attendees. Our research helped us hone a compelling positioning, informing bold verbal and visual identity to embody passion and supportiveness. The resulting expression maintains a reputation for excellence while embracing dance’s future.
Through a series of workshops, we distilled their brand’s purpose alongside NYCDA stakeholders—a powerful truth on which to anchor our work.
By studying youth dance culture, 214 discerned the different mindsets of dancers NYCDA sought to attract. Understanding what drives these different groups showed the way to building affinity and achieving a more approachable brand perception.
Our research uncovered a tension in young dancers’ worlds. For NYCDA, we identified a unique opportunity to emphasize the brand’s dedication to students’ growth and self-expression.
NYCDA’s new positioning connects what drives dancers with what drives the brand. NYCDA has always been known for excellence. But excelling in dance isn’t all about trophies—it’s about realizing what you’re capable of. Combining excellence with inspiration ensures NYCDA will appeal to go-getters and passionate enjoyers alike.
Key messages and verbal guidelines convey the brand’s core beliefs and unique value. Written to inspire, the brand manifesto puts ideas into practice, infusing a sense of community.
In the new youth dance landscape, digital communication is key to broadening perceptions. Our comprehensive playbook provides the winning blueprint for brand engagement across all social media.
To build cohesive identity, 214 created a resonant brand system designed to grow. The simple, bold, and modern image is reflected across materials and collateral. Powerful letter strokes embody the strength of the NYCDA community.
To support NYCDA as it continues to grow, 214 created a custom designed and beautifully bound book of the brand’s new foundation and identity guidelines.
To bring the refreshed NYCDA identity fully to life, 214 designed printed collateral for the brand’s many convention needs. Through wild postings, wayfinding signage, certificates, and more, we infused a contemporary boldness into their real-world brand experience.