Introduction
Rebranding dance4life, a global HIV and AIDS awareness charity,
aimed specifically at teenagers and young people.
Challenge
dance4life is the biggest youth movement in the world, raising
HIV and AIDS awareness across five continents, uniting participants
in a common cause through dance and music. The existing identity
was outdated and did not connect well with its audience. We were
asked to design a much more dynamic and engaging identity to
inspire and sustain enthusiasm and commitment from young people
across every culture.
Solution
Our big brand idea, 'Become The Beat', hands the baton to the
world's youth, inviting them to change the world through their own
self-expression. The bold, graffiti-style brand marque has credible
energy and spontaneity and engages with young people on their own
terms and in a relevant, universal language. It flexibly adapts to
every media, as well as to the three sub-brands covering education,
work skills and drama. It is also easily customised for clothing
and all forms of communication materials, reinforcing the notion
that individuals can take initiative to make positive changes in
the world. The logo even doubles as a speech bubble for
endorsements from dance4life ambassadors such as Kofi Annan and DJ
Tiësto.