1 Million Dance
1MILLION Dance is a dance studio and content producer based in Seoul, South Korea. Looking to expand its international reach, 1MILLION Dance came to TUX for multimedia rebranding to level up its visual and animated identity, website, and in-studio-experience. We crafted a look and story to engage all dancers and viewers into 1MILLION Dance’s deeply creative world.
We were inspired by 1MILLION Dance’s team of instructors’ offstage interactions, including moments when they share their inspiration, challenges, laughter, and hard work in truly open and honest ways. At 1MILLION Dance, it’s not about how you look in a video, it’s about the true essence of dance. 1MILLION Dance doesn’t need a stage to dance. We wanted everyone to see it and feel it.
Sarah Patier, Strategist
We worked to position 1MILLION Dance as a global reference in dance culture of interest to dancers, artists, and brands from all over the world without diluting its signature style. We designed bold and entertaining branding that embodies the unique energy that dancers feel when they walk into 1MILLION Dance’s studio, a dynamic space where everyone, from newcomer to celebrity dancer, feels equally at home.
Lian Benoit, Brand Art Director
We wanted to highlight the key features that make 1MILLION Dance a one-of-a-kind studio. We chose to celebrate its passion for dance with eye-catching videos of instructors and dancers in rehearsal. The web site showcases fun animated dancing characters, inspired by the founders’ belief that dancing is always better when you don’t take yourself too seriously.
Louis Paquet, Digital Creative Director
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