Dancing on Air Over a New Brand Identity + Website

I have to say, I fall in love with all my big branding projects, but the work I did for Kris from Marble City Ballroom is definitely near the top of my “most fun projects ever” list.

When you spend months working with a client on their brand identity and website, you think about it all day long. Sometimes you even dream about it. So, I always make sure that I connect emotionally with the person and the story behind the brand before I say “yes” to working together. If it’s going to be such a big part of my life, I want to love it!

When Kris first reached out to me, he already knew exactly what he wanted. He had spoken to several local branding agencies, and just didn’t feel like they were taking the time to listen to him and get to know him as a business owner.

Even though I consider myself to be an introvert, I really love getting to know my clients on a personal level and learning more about their passions! Kris was so fascinating to talk to, and I could really feel how much he loved teaching people how to dance. 

The first step was to chat about what his goals were for the brand and his vision. I have a simple questionnaire that I have clients fill out, and then we hop on a call to discuss it further. He really liked the direction I suggested and he gave me the creative space to do my thing. 

This project consisted of a new brand identity and a website. I started with the brand identity because it’s so important to get the logo, colors, fonts, and style nailed down first before you even start working on the website or any other add-on materials.

He loved the logo design I came up with for Marble City Ballroom. He was looking for a brand identity that was fun, romantic, and classy. So, I chose a modern script font that I felt incorporated all of those elements and also looked sophisticated since his target audience is split between newlyweds who want to learn some dances for their wedding day and adults who want to learn the art of dance and get a little more joy out of life.

Here you can see the difference between the business card he was using before he hired me (left) and the new digital card I created for him (right):

Once he signed off on the new brand identity, it was time to get to work on the website! This isn’t something he originally planned on doing because he didn’t think it would be in his budget, but we were able to make it work by packaging it with the brand identity. I am so glad we went this route because the website is so stunning!

click here to see the website

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​In addition to achieving the goals he wanted, this new brand identity and website has already brought in several new clients! When I initially chatted with him about working together, he said he really wanted his brand to look “better than the local competition” and I think he has definitely achieved that goal.

He wrote the kindest testimonial, and I just wanted to share that with you here:

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"I knew I had the training, experience, and drive to create my own company but I needed a unique brand to represent me and what I was trying to achieve. Karla impressed me way more than any other brand/website/marketing firm I had interviewed. My business has almost doubled in the four months since launching my new brand and website, and now more people are getting to enjoy the love of dancing and all that it brings. This is a brand that I and my students are proud to be a part of. If you have a passion but want to make it a way of life, Karla is your girl."

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If you’re interested in talking about branding services, you can always reach out to me via my contact page or by emailing me directly at karla@karlapamanes.com!