The brief was to evolve Move Dancewear to create a more contemporary feeling brand and re-craft their wordmark to become Move Dance. It was important to retain recognition from their existing brand. — Working with lettering artist Oli Frape, we carefully re-created their classic wordmark and then developed a graphic style using shards of colour to reflect the dynamic movement of dance. We built on their existing colour palette, audited and simplified their use of type and created a more flexible, unified brand. We have now started work on updating their brand guidelines and entire marketing output. — Animation by Sam Jones.