Love of Dance

Love of Dance

Is a award winning dance school located on the Mornington Peninsula in Melbourne. Supporting schools in the local area teaching dance for children aged 4 and up.

OPPORTUNITYRe-brand Project
CLIENTLove of Dance
FOCUSCreate a new brand name fit for purpose, providing creative direction and supporting all communications for charity event including; posters, invites, t-shirts, flyers, pull up banners and digital logo for facebook pages.
SERVICESBrand strategy, Creative direction, Logo Design, Graphic Design, Videography and Photography

The Brief

The owner of the business was seeking to grow and expand the Dance school, as well as hosting a tribute concert to raise funds for homelessness combined with end of year dance concert. The owner was looking for help with the concert and all materials for the dance school and concert. There was a time pressure of only a few weeks to build and create launch the new branding and sell tickets to the concert.

Key Challenges

  • Limited time
  • Limited resources
  • Confusing old brand name


  • Positioning The Dance School as fun, educational and meaningful business to deal with
  • Easy to find brand and business name for parents, school admin and community
  • Fresh and inviting, modern and contemporary design


In order to deliver on the client’s goals, Digital White Space took an approach of creating a brand workshop, researching the competitors and working with the business owner to tap into the brand story.


  • Digital White Space provided all of the work Pro bono to support the community and raise funds for homelessness charity Fusion.
  • Crafted a new Brand Name- Love of Dance Academy
  • Created all brand materials
  • Developed all materials for concert including;
    • Event invites,
    • Posters
    • Pull up banners
    • T-shirts and branded materials
  • Incorporated logo and designs across social media
  • Developed key messaging for better user engagement
  • Photographed the rehearsals and concert
  • Videoed and edited the full concert
  • All the branding celebrated the fun, passion and vibrant graphical elements images, colours to celebrate the community behind the brand


OMG>AMAZING!!!!!!!! Everyone loves the branding, the materials and what you have do for the Love of Dance Academy has been Amazing!!  I can’t thank you enough for all that you have done. You are so generous and I will be forever grateful for your services.

– Louise Allen, Owner and Teacher Love of Dance Academy Melbourne