Brief
DCD is a charity which supports dancers when they are preparing for retirement from or for a life beyond their dancing profession. They help retrain and guide them on their next career journey. I was asked to help with DCD’s brand strategy and create new assets including the logo for the rebranding.
Brief
DCD is a charity which supports dancers when they are preparing for retirement from or for a life beyond their dancing profession. They help retrain and guide them on their next career journey. Studio Cowx were asked to help with DCD’s brand strategy and create new assets including the logo for the rebranding.
Brief
DCD is a charity which supports dancers when they are preparing for retirement from or for a life beyond their dancing profession. They help retrain and guide them on their next career journey. Studio Cowx were asked to help with DCD’s brand strategy and create new assets including the logo for the rebranding.
Evolution
DCD had an outdated, inconsistent brand that their evolving audience found hard to relate to. I hosted a brand strategy workshop at their headquarters in Farringdon which allowed the DCD team and myself to understand their organisation and goals. We were able to dig deep and analyse the current visual identity and form new brand values, mission statement, brand strategy and the brief. Going forward this allowed me to create an identity that was more reflective of DCD and their current audience.
Evolution
DCD had an outdated, inconsistent brand that their evolving audience found hard to relate to. We hosted a brand strategy workshop at their headquarters in Farringdon which allowed the DCD team and ourselves to understand their organisation and goals. We were able to dig deep and analyse the current visual identity and form new brand values, mission statement, brand strategy and the brief. Going forward this allowed us to create an identity that was more reflective of DCD and their current audience.
Evolution
DCD had an outdated, inconsistent brand that their evolving audience found hard to relate to. We hosted a brand strategy workshop at their headquarters in Farringdon which allowed the DCD team and ourselves to understand their organisation and goals. We were able to dig deep and analyse the current visual identity and form new brand values, mission statement, brand strategy and the brief. Going forward this allowed us to create an identity that was more reflective of DCD and their current audience.
The result
For an organisation with a strong history, which had already undergone a name change, it was my recommendation that the identity evolved, rather than completely change. The chosen route was to use “Core” as a concept; the core being the organisation supporting the dancer and their character. The physical meaning of core was the perfect theme for a dancer.
I evolved the logo by retaining the original DCD initials and encapsulated them in the core of a hand painted energetic ‘C’. To define DCD as an organisation I also added ‘Changing Dancers Lives’ as a tagline to support the identity.
The result
For an organisation with a strong history, which had already undergone a name change, it was our recommendation that the identity evolved, rather than completely change. The chosen route was to use “Core” as a concept; the core being the organisation supporting the dancer and their character. The physical meaning of core was the perfect theme for a dancer.
We evolved the logo by retaining the original DCD initials and encapsulated them in the core of a hand painted energetic ‘C’. To define DCD as an organisation we added ‘Changing Dancers Lives’ as a tagline as a to support the identity.
The result
For an organisation with a strong history, which had already undergone a name change, it was our recommendation that the identity evolved, rather than completely change. The chosen route was to use “Core” as a concept; the core being the organisation supporting the dancer and their character. The physical meaning of core was the perfect theme for a dancer.
We evolved the logo by retaining the original DCD initials and encapsulated them in the core of a hand painted energetic ‘C’. To define DCD as an organisation we added ‘Changing Dancers Lives’ as a tagline as a to support the identity.
The original brand colours were quite bold and flat, so to bring them in line with the re-brand without drastically changing them, I toned down the purple and black, as well as introducing a calm neutral stone to the palette to help soften the overall look. As well as tweaking the colours, I also revised the typography in the same way.
To complete the re-brand and ensure ongoing consistency, I produced a set of brand guidelines that provide guidance on imagery style, DCD’s new iconography, graphic devices to be used and how to apply the brand.
To complete the re-brand and ensure ongoing consistency, we produced a set of brand guidelines that provide guidance on imagery style, our new iconography, graphic devices to be used and how to apply the brand.
To complete the re-brand and ensure ongoing consistency, we produced a set of brand guidelines that provide guidance on imagery style, our new iconography, graphic devices to be used and how to apply the brand.
A growing organisation
DCD now reaches more dance artists across the UK than ever before. Following the success of the brand strategy and implementation of the brand refresh, DCD has continued to work with myself, creating various successful campaigns over the past few years. It is a huge privilege to be able to work with such an organisation.
A growing organisation
DCD now reaches more dance artists across the UK than ever before. Following the success of the brand strategy and implementation of the brand refresh, DCD has continued to work with Studio Cowx, creating various successful campaigns over the past few years. It is a huge privilege to be able to work with such an organisation.
A growing organisation
DCD now reaches more dance artists across the UK than ever before. Following the success of the brand strategy and implementation of the brand refresh, DCD has continued to work with Studio Cowx, creating various successful campaigns over the past few years. It is a huge privilege to be able to work with such an organisation.
Credits: Greig Cooke __Web Developer __Karen Hutchins __photographer (top image)
Credits: Greig Cooke __Web Developer __Karen Hutchins __photographer (top image)
Credits: Greig Cooke __Web Developer __Karen Hutchins __photographer (top image)