EDGE Associates – Designed to Define the Future

Some projects land in your inbox and feel like lightning in a bottle. That was EDGE. A brand-new elite dance training programme with a sharp name, bold vision, and an ambition that practically leapt off the page. They weren’t just starting something, they were building a platform where talent meets training, where precision meets personality, and where the next generation of dancers are shaped and seen.

The Brief

The team behind EDGE wanted a brand that cut through the noise, with clarity, confidence, and a little theatrical sparkle. It had to appeal to ambitious dancers aged 11–19, while feeling professional enough to earn the trust of their parents and teachers too. They needed a brand identity, logo, tone of voice, a fully-fledged website, and a digital marketing strategy that would launch with impact and grow with them. The brand had to be bold, modern, and undeniably magnetic.

What We Did

We began where we always do—by asking questions. Who are these dancers? What do they dream of? What do their parents need to hear? We explored the landscape of associate programmes, audited competitor sites, and mapped out what EDGE needed to do to not just enter the market, but make an entrance.

Visually, we went in with punch. White and gold overlays, oversized outline fonts, and typographic choices that command attention but never overwhelm. We designed a logo that feels strong and intentional, one that can hold space on a billboard or an Instagram post with equal elegance.

The website is fast, fluid, and built with purpose. Every section was mapped to answer key questions from both students and parents, and every CTA feels like an invitation, not a shout. With strong local SEO built in for Bristol and Bournemouth, and advanced functionality ready to scale, this site was made to grow alongside the programme.

We developed a confident, encouraging tone of voice, one that feels like a coach, a mentor, and a cheerleader all in one. Then we extended the brand into email marketing and META ads, creating a suite of assets—videos, carousels, stills—that spoke directly to our key audiences.

None of this would’ve worked without incredible content, and @kalenejeansphotography delivered exactly that. We used imagery and video from their Day of Dance to bring the brand to life, full of energy, movement, and real, electric talent.

Now, EDGE is live. The brand is out in the world. And we couldn’t be prouder of what we built together.