Dance IQUAIL!
Dance IQUAIL! is a Philadelphia-based premiere dance company that uses movement as a vehicle for social justice. Founded by Dr. Iquail Shaheed, the company centers the stories of Black experience, LGBTQ+ identity, and systemic inequality. They are activists who use dance and movement to challenge perceptions and foster healing through education and community awareness.
Services
- Creative Direction
- Print/Digital Design
The Challenge
Dance IQUAIL! approached us to create high-impact marketing materials that could both honor their history and increase donor contributions. While their work on stage was groundbreaking, their existing fundraising assets felt standard. To reach the next level of growth, they needed a visual presence that commanded support, proving that their impact as a social justice organization was as powerful as their artistry.
The Result
The result is a toolkit that positions Dance IQUAIL! as a high-tier cultural institution. By moving away from generic non-profit tropes, we delivered:
- A Competitive Edge: Marketing materials designed specifically to stand out in a crowded donor landscape, elevating the company’s profile above its peers.
- Strategic Consistency: A reusable system of assets that allows the company to communicate its history and impact across various campaigns with a unified, professional voice.
- A Clear Path to Support: A visual framework that prioritizes transparency and information, making the case for donation both beautiful and undeniable.
Defying the Expected
Our process began with a deep look at the landscape. We studied the marketing materials of both emerging companies and established institutions to identify where donor expectations had become stagnant. We realized that most organizations in this space were following a predictable, often safe, visual formula and knew we wanted to go in the opposite direction.
Designing for Impact
We developed a suite of reusable assets that mirrored the bold, uncompromising language Dance IQUAIL! uses to describe its own mission. By pairing sophisticated layouts with evocative imagery that centered the company’s activism, we created a design language that stood apart from what donors typically received. We ensured that while the materials were visually striking and modern, they remained high-functioning and delivered the critical information supporters needed and the why behind the company’s work.
