ChoreoNation is a progressive web application designed for former competitive dancers and cheerleaders who never outgrew their passion. This represented a unique market opportunity because there are only a few platforms that cater specifically to this demographic, and none of them have a robust mobile application. ChoreoNation asked for a complete brand identity package that included a logo, color palette, typography and brand guidelines. I then worked with ChoreoNation to design the initial wireframes followed by prototypes of the mobile app and a website with the objective of driving customers to download the app.
Brand Identity Design
In the initial brand discovery with the client, we developed a brand adjectives list that included the words All-American, Ambitious, Fierce, Bold, Strength and Elegance. The brand also needed to empower the former dance and cheerleading communities to see the value of a platform that focusses on choreographed dance routines. After creating dozens of design iterations, the selected logo used a modern and minimalistic approach with a strong emphasis on typography to represent the perceived strength of the ChoreoNation brand while maintaining a feminine mystique.
Mobile App Design
Since brand cohesiveness was critical to this client, I carried the branding through to the mobile app, and developed a full prototype with basic navigational functionality for ChoreoNation's app development vendor to match screen by screen.
Web Design
The website served as an online brochure and was the primary extension of the brand. It was designed as a way to give an overview of the application and included several calls to action such as exploring a free class or joining risk free for 7 days. I also provided remote art direction for ChoreoNations photo shoot, and used the images throughout the site.
