Career Transition For Dancers is a not-for-profit organization that helps dancers transition into rewarding second careers. Still, in the minds of many dancers and company administrators, there was a perception of risk in associating with an organization that helps dancers move beyond performance.
Research revealed the strategic key: The organization's greatest asset is its ability to empower dancers to move forward. This insight led to the promise, expressed in the tagline "The connection to your future." We helped the organization clarify its mission and vision, then developed the brand platform and identity. To reach dancers, companies, and donors, we balanced visual and verbal language to project energetic optimism with institutional gravitas. The brand launch included a new website with interactive services that extend the organization's reach.
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