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Case Study
MARBLE CITY BALLROOM How a professional dance instructor almost doubled his business in less than four months with the help of Karla Pámanes A new brand identity and website design incite the love of dancing CHALLENGE: A dance instructor is setting off on his own and he needs a brand that can help him build clientele quickly. When Kris Hazard of Marble City Ballroom in Knoxville first reached out to Karla, 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. Kris’ studio specializes in Ballroom and Latin dance instruction. People come to learn from him to prepare for their wedding night, for performance or competition, or for fitness or socialization. Some people just come for a fun date night activity! His branding had to work hard to appeal to a wide range of people. It was a challenge, but it definitely wasn’t an impossible feat. “I want my studio to appeal to people who want more out of life: more excitement, more romance, more sophistication, more fun, more friends.”
KRIS HAZARD | Marble City Ballroom |
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SOLUTION: A cohesive brand identity and website that hits all the right notes.
Becoming the owner of a dance studio wasn’t something that was on Kris’ five year plan but when COVID-19 forced the studio he taught at to shut down, he realized he had enough clientele to get me through the next few months as an independent teacher. But getting past that and making it long-term as a business owner required more students. He knew that a solid, sophisticated brand would boost his credibility and help him attract more clients. I got on a call with him and he mentioned that the branding of his local competition looked outdated, unappealing, or just amateur looking to him. If we could get his branding to stand out, it would position him as the top choice dance studio for the clientele he wanted to attract. Originally, Kris just wanted to hire me for a brand identity design because he didn’t think a website would be in his budget. But after the call, he decided to add website design because I was able to offer it as an add-on and save him some money. I was so glad he did! The website really helped to elevate his brand, as you can see in the before and after images below: “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 anyone else I had interviewed. And ultimately, she created a brand that I and my students are proud to be a part of.” KRIS HAZARD | Marble City Ballroom |
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RESULT: A business that is fully thriving, even while in-person experiences were still being impacted by the pandemic.
When we were working on this branding project together in March 2022, the pandemic was still having a very real impact on businesses, especially those with primarily in-person events. When Kris started, he had enough clients to get him through a few months as an independent teacher so what he needed was more people coming through the door. The new branding and website helped him do that. “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.”
KRIS HAZARD | Marble City Ballroom |