VIA Dance – Website & Logo
The Website
VIA Dance teach street dance and other dance styles in Crewe, Cheshire and they were looking for a site that had broad appeal. Jess and Billie-Jean (founders of VIA Dance) stressed from the beginning that inclusivity was very important to them, the site needed to speak to young children as well as teenagers, schools and parents. We achieved this by combining a vivid magazine style layout with a bright colours and white space avoiding the darker, tougher visual styles adopted by other street dance brands which we felt parents and schools might have found off-putting.
The purpose of the site would be to promote their dance classes in Crewe and to provide a convenient place where the dancers could check class times, see photos and access VIA dance’s social media channels. The site also has a blog and an email newsletter facility so they can easily keep their clientelle updated.
The logo
Similarly to the web design the logo had to tread a fine line between youth and establishment appeal, the three circles were inspired by the spotlights that play such a big part in street dance performances with the lettering cutting strong angular shapes through the light just like the dancers do. We also added a subtle blur to the overall logo to suggest movement.
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