ImBrace Love

ImBrace Love is a high-caliber dance program. The website needed to feel like one.

It also needed to be easy to use.

People needed to be able to understand the program, get the information they were looking for, sign up and pay online without jumping through hoops.

What I liked about this project was that I didn't need to do everything.

The team already had the branding. They already had the copy. There was no reason for me to come in and start changing things just for the sake of putting my fingerprints on them.

My job was to take everything they had and figure out how it should come together as a website.

I handled the website design, structure, creative direction and user experience, taking all of those existing pieces and turning them into something that felt cohesive, exciting and — most importantly — easy to navigate.

Sometimes a client needs me to start at zero. They need branding, strategy, copy, social media, a website — the whole thing.

And sometimes they already have really good pieces in place and just need someone who knows what to do with them.

ImBrace Love was the latter.

The branding didn't need reinventing. The copy didn't need rewriting. My job was to understand the vision, respect what was already there and build the digital experience around it.

And because I come from the dance world myself, I understood who we were building it for. I know the industry, I know the audience and I know what it feels like to be the dancer on the other side of that registration button.

Getting to combine that perspective with website design made this one especially fun.

Two completely different parts of my career got to live in the same project for once.

I'll take it.