Tasked with a creative brief I set up, my role as a (future) art director included establishing core values and creating an inspiring vision board, guiding the development of the visual identity. To capture the dance school's essence, the rebrand focused on key elements as movement, bold expressions, and inclusiveness. The existing colour gold and purple are kept for recognition. In addition, AI-driven imagery is generated to bring the brand to life and feature a variety of a genre and age-neutral group of dancing people radiating positive vibes, used for social media engagement, event posters, and on the home page. Additionally, I refined the logotype to be more responsive and compact in size, adapted for the digital landscape. An element of flow is added in the logo symbol, referring to the fluid nature of the dance school.