Retro DanceBrand, website & a connected business

I created a shared visual direction for the logo, class promotions, business-card artwork and website. Photography and video added the personal side of the business, helping people get to know Katie and the experience she offers.

The work included the logo and visual identity, class posters, promotional artwork and business-card design. The same direction carries through to the website so the printed materials and online presence belong to the same business.

Photography and video give that identity a human centre. Katie is part of the experience customers are choosing, so the creative content helps introduce the person behind the classes as well as the service itself.

Why it matters: the business feels recognisable wherever a customer first discovers it. The examples above show how the same identity carries across different formats.

I built the website around the decisions customers need to make, with separate routes for classes, couples, events and workplace wellbeing.

1. Discover the offer: a clear introduction and distinct service routes.
2. Get to know Katie: portrait photography, her background and a welcoming explanation of the experience.
3. Choose a class or service: relevant information, venue choices and booking options.
4. Take the next step: the class booking route or a tailored enquiry; Katie confirms availability separately.

The website brings the brand, imagery and service information into a single experience. The class pages explain the offer and venue choices, while the wider service routes give couples, event organisers and workplaces a relevant starting point.

This work was about the order in which information appears as much as its appearance. A visitor needs to understand the experience, recognise which service fits and know what to do next.

Why it matters: visitors can understand what is right for them and how to get started, without piecing the business together from separate posts or messages.

I built the booking and payment systems around Katie’s range of customers: adult classes, couples, events and workplace wellbeing. Dashboard control centres bring bookings, members, venues, attendance and payment records together. The touchscreen register app gives class members a simple arrival experience, with duplicate sign-in checks.

The dashboard control centres give Katie a central view of the operational information: who is booking, which venue or activity the booking relates to, attendance and payment records. They connect the public booking journey to the administration that follows it.

The touchscreen register makes arrival a separate, simple step for class members. Duplicate sign-in checks support that process, while attendance becomes part of the wider set of business records.

Why it matters: the customer journey continues into the everyday running of the business. These systems are complete and in use, connecting customer bookings and payments with the records Katie needs behind the scenes.

I helped Katie work through the insurance considerations for her dance activities and the checks and records associated with physical activity readiness questionnaires (PAR-Qs) and child participation forms.

I built automated logging into dashboard control centres so those records form part of the wider administration system. That gives participation information a place in the same working process as bookings and attendance.

This part of the project combines practical support with record keeping: understanding which information needs attention, structuring it and making it visible in the tools Katie uses. It supports the administration of those responsibilities without presenting a dashboard as a substitute for the relevant insurance cover or professional advice.

Why it matters: participation paperwork is connected to an organised working process, with a central place to track the information Katie needs.

Alongside the website and systems, I delivered Facebook marketing, Google Ads setup and ongoing optimisation, search engine optimisation (SEO) and printed promotions. The brand identity, photography and video give that promotion a consistent visual direction.

Promotional work needs somewhere useful to lead. Connecting the advertising and printed material to the website gives people a place to learn about Katie, understand the services and find the appropriate booking or enquiry route.

The work therefore extends beyond launching a site. The marketing, search presence and creative material support the same business identity and customer journey.

Next channel: Instagram is planned as an extension of the marketing work.

Why it matters: promotion and the website tell a consistent story, helping potential customers understand the range of experiences Katie offers and find the right next step.