Project Overview

A rebrand for Perform-Ability; therapy-aligned performing arts programs for people of all abilities. This brand needed to represent inclusion and playfulness, to inspire and also speak to three different demographics; students, their parents and the instructors.

Project Commissioner

Perform-Ability

Project Creator

Tiny Hunter

Project Brief

Perform-Ability is a brand that represents inclusion; offering therapy-aligned performing arts programs for people of all ages and abilities. They came to us wanting a professional-looking brand that would encompass this inclusive sentiment and have the flexibility to speak to several target demographics; students, their parents, and the instructors. So we personified the 'perfect symbol for inclusion' – the circle. We gave it a voice to sing, feet to dance and a body to move and act. The circle became an animated device to show movement, draw attention and create fun. It has an impact through its simplicity. And because simple is bold. A playful tone has been integrated through the letterforms in the logo. They twist, they turn, they jump. A continuation of that simple symbol to represent the diverse individuals that come together to perform.

Project Innovation/Need

A full immersion session with the creative team gave us insight into Miranda’s vision for the business. From there we developed the vision for the brand and created an identity that is bold but has the flexibility to connect across audiences. The use of a strong colour palette, typography, and candid imagery emphasises the power performance has to include, and inspire, absolutely anyone.

Design Challenge

Our challenge was to create an engaging but simplistic brand visual, for multiple audience types with the objective being to represent inclusion. We didn't want to complicate the design with too many elements but needed something impactful that could speak to varying demographics. In this way, the design itself needed to be inclusive in its communication while also expressing the same sentiment. Miranda (founder of Perform-Ability) was passionate about making sure the brand was able to challenge its audience to be seen as a program for all abilities, rather than a program for special needs. It was about redefining what it meant to be a provider of inspiring therapy in this space. To us, the circle was a perfect symbol to marry together all these elements. To represent the idea that the brand is an inclusive community and that anyone who becomes a part of the Perform-Ability world is embraced as an equal; whether student, teacher, or contributor, at Perform-Ability every 'body' is appreciated as both an individual but also as part of a supportive network.

Effectiveness

A modern, powerful brand that positions Perform-Ability alongside leading performing art schools, whereby students are proud to be part of the program. The rebrand has played a big part in elevating the confidence of current and prospective students, parents and teachers.