Case Study - Academy One
Posted on 6th October 2020
Academy One is a dance school set up by professional dancer Becky Petersen. The academy is highly competition-focused and is aimed at girls who want to be professional dancers, rather than dancing for a hobby.
Becky has been dancing herself since the age of 2 and has worked as a backing dancer with artists including Little Mix and Rak-su, performing on shows such as the X Factor and Brit Awards. Becky opened Academy One in April 2019.
Background
When Becky set up Academy One, having a unique brand and, in particular, dance clothing that stands out from the crowd, was a top priority. Becky therefore enlisted Tracey Rose from Chameleon Design & Print to design her logo, branding, and range of Elite teamwear. When Becky decided she would like a website as well, Tracey brought in it’seeze Web Design Nottingham to take care of its design and development.
‘I’ve worked with Phil Revill from it’seeze Nottingham for about a year now,’ says Tracey. ‘So they were the natural choice when Becky said she would like to have a website built.’
Adds Becky: ‘It was really important that the new site reflected the branding that Tracey created for me, so I needed a website provider that could create a bespoke, high quality design to a very precise brief. Many dance schools just have very basic sites built on generic templates, but I wanted something much more special for Academy One.’
Solution
The team at it’seeze Nottingham worked closely with both Tracey and Becky to create a design that met their brief and reflected the highly professional nature and ethos behind Academy One. In a well-coordinated team effort, Tracey supplied it’seeze with the branding they needed, whilst Becky wrote the content and supplied a selection of images.
‘I had a very clear idea in my head about how I wanted the site to look and gave it’seeze Nottingham a detailed brief. Before the site was designed, I wasn’t sure how well the physical side of dance could be brought across – after all, a dance academy is potentially a difficult “product” to replicate on screen,’ says Becky. ‘But when the new website was built, I was amazed how closely the designers had met my aspirations!’
‘The attention to detail was spot on too, with things like my Instagram link being prominent on the site and my logo and slogan appearing on each page as briefed. I love the little moving videos too, as they’re something a bit different from what you see on other sites. And, whilst there’s a lot going on and a lot of content, the clear navigational structure makes it easy for people to move around the website.’
Results
Academy One now has the benefit of a professionally designed website that genuinely reflects the brand and ethos of the dance school and has already got people talking.
‘I love my new website!’ enthuses Becky. ‘It really lets my own personality shine through as a dancer as well as providing a fantastic promotional tool for Academy One.’
‘My girls really like it, too, and I’ve had some great feedback and compliments. I’m finding that the site is really helping people identify with my business and what Academy One is all about. I’m already getting some great results with increasing the number of girls I teach and, in time, aim to keep expanding the website as the business continues to grow.’
You can view the Academy One Dance Company site here: https://www.academyonedancecompany.co.uk/
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