BRAND STRATEGY & EXPRESSION
Grounding a leading aerial arts organization with its local impact story.
As a first for BRANDKIND, our assignment was to tell the local impact story of BANDALOOP, an international arts powerhouse, with an aim to boost partnerships and funding support.
THE CLIENT BRIEF
Helping a brand that literally soars globally to return to its roots.
The strategy needed to maintain the intrigue of its international audience while grounding the brand in its cultural roots within Oakland and the surrounding Bay Area.
Navigating BANDALOOP’s widely cast audience was akin to untangling numerous practice ropes in their newly expanded studio. We workshopped audience segmentation and identified universal motivational drivers to guide message prioritization.
STRATEGY DEVELOPMENT
The strategy needed to balance the local impact story without losing the heights attained in international brand recognition.
BRANDKIND brought together BANDALOOP’s management and creative forces to co-create the brand story. Through a series of workshops, we explored BANDALOOP’s global impact on dance, economic contributions in the Bay Area, and community-building through its educational programs.
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BRAND STORY
We aligned BANDALOOP’s impact with key funding priorities, streamling the path for donors to support their mission.
We crafted a comprehensive impact fact sheet spanning the spheres of dance job creation, community development, and arts and culture advancement. Additionally, BRANDKIND held immersive sessions with the founder, a world-renown dance artist, mapping out a timeline that chronicled the evolution of BANDALOOP that took it from Oakland to the international stage.
BRAND IMPACT AND CAMPAIGN FUND MATERIALS
To support the brand story, we developed an enticing set of campaign fund materials to attract new funding and community partners.
BANDALOOP's creative process involves the thoughtful expression of story-telling using non-verbal language. We introduced a set of brand identity elements to convey aspects of the brand positioning in the same manner.
BRAND IDENTITY
The project introduced new brand identity elements to reflect the dynamic energy and passion that danced through the brand culture.
Relevance at a local level is very much a part of BANDALOOP's success. To showcase this, BRANDKIND developed a set of templates to work across markets, drawing audiences with both front-row and behind-the-scenes experiences.
EMAIL AND SOCIAL MEDIA
New email and brand templates cultivated a seamless, connected brand experience both locally and globally.
BANDALOOP now has its origin story and impact pitch that strategically builds its Oakland and Bay Area roots as it bends the perspective of audiences around the globe.