I DANCE NOT FOLLOW

Repositioning SOSA Dance Fitness

 

Project description.

This is a student brief to create marketing collaterals to promote a fictional campaign event of SOSA Dance Fitness. SOSA is often seen as a workout programme that is similar to Zumba but UK based and exclusively for women.

This campaign challenges the conventional dance norms of ‘men lead, women follow’.

 

Project goal.

To create a look and feel that emphasises the company’s spirit to empower women to get up dancing without the need for a partner.

 

Design solution.

Using text treatment to create a more dynamic and modern image for SOSA Dance Fitness. The colour choices are neon pastels which fit within SOSA’s existing branding and appeal to modern active women.

 

Visual keywords.
— FLAMBOYANT
— CELEBRATE
— DEFY