House of Pirouette | Advertising Campaign

The Opportunity

How do you increase subscriptions to an electronic music app built primarily for professional DJs?  You tap into an entirely new audience who needs music 24/7… professional dancers! 

In this campaign, Beatport facilitates an online dance competition to form the world’s first global EDM dance residency. Interested dancers must subscribe to the app and start streaming music, waiting for Easter Egg pop-up notifications that will reveal audition dates and locations.

Ten standout dancers will be chosen to perform at live concerts with Beatport’s network of DJs.

Proposed Solution

The dance competition features a custom type lockup based on the Arboria typeface and leverages the famous “pirouette” dance move to create a sub-brand within Beatport. This sleek, ultra-readable typeface was chosen to mirror Beatport’s existing brand guidelines and work within a number of digital applications. A circular brand mark nestled into the “O” in House can be used individually, and represents the position of a dancer’s two feet when beginning a pirouette turn. OOH ads will reach dancers in cities across the world, starting in Manhattan. The House of Pirouette design aesthetic is modern and futuristic with a punch of neon lemonade. The group will use flowing gradient lines and dance photography to convey a sense of movement and appeal to the dancer target audience.

This is concept work for Shillington School of Design.

Keywords // dark, dance, lemonade

Tools // Illustrator, Photoshop, InDesign