Designing an inclusive dancewear brand.

The Challenge

Theory Dancewear came to us as a new retailer, wanting branding and a website that reflected the character of their purpose-driven apparel store for accessible, inclusive dancewear. As a new retailer, they didn’t have any existing branding to work with, so we helped them to develop a new brand strategy and visual identity. Our designs were driven by our customer and industry research, and our messaging focused on the values that set them apart.

The Solution

In the process of developing Theory Dancewear’s visual identity, we stayed true to the core of who they are. The result was clean, modern branding with a touch of expressive brand colours.

Dance is meant to spark joy and we wanted to evoke that in the branding, without emulating an aesthetic that was overly juvenile. Achieving the right balance between elegance and fun allowed the brand to shine. In developing their website, we honed in on Theory’s messaging in particular.

Their website features brand-driven copy and dynamic video that speaks to Theory’s philosophy of inclusivity and quality garments. Using a combination of SEO and brand-driven copy, their website content was able to communicate their brand values all while driving needed search traffic.