REIMAGINING JUST DANCE FOR A NEW ERA OF PLAY.

Just Dance is a global entertainment brand that lives across markets, languages, platforms, retail, and social. As the franchise began transitioning from annual releases toward an ongoing live-service platform, the brand needed to evolve with the product rather than simply refresh itself each year.

What began as a visual refresh grew once a tissue session surfaced important information about the platform transition. The identity had accumulated years of expression that varied between regions and touchpoints, and the product itself was becoming something different. The refresh had to account for a bigger story than the original brief described.

If Just Dance was becoming a platform, the experience of browsing, choosing, and returning was as much a part of the brand as the coaches. Making the interface visible in the creative let the identity communicate breadth and ongoing content while keeping the recognizable Just Dance energy intact.

The direction was to become more sophisticated without becoming serious: show a world rather than a cast, make the platform visible, and design for evolution so the identity could absorb new songs, seasons, content, and markets. Where several viable directions existed, we tested rather than defended them.

My team explored the franchise logo through multiple phases, greyboxed compositions, researched and benchmarked the category, and developed coach posing and character expression alongside new key art, splash art, and pack art. Multiple directions were built out to a testable standard, then A/B tested with audiences before selection.

Much of the work was alignment. I acted as a connector between Global Brand and the Production Studio, translating intent in both directions, keeping decisions written down and visible, and adjusting resourcing with freelance creative partners and production artists to protect both quality and timing as the scope grew.

The project delivered a new franchise identity, a new key art and splash art system, evolved packaging expression, clearer character direction, and a global brand marketing toolkit for regional teams. Creative direction was informed by A/B testing, and the work launched on schedule with stronger alignment between teams.

• New Franchise Identity
• New Global Key Art System
• Evolved Packaging Expression
• Character and Coach Direction
• A/B Tested Creative Direction
• Global Marketing Toolkit
• On-Time Launch

The experience reinforced how much communication, adaptability, systems thinking, and brand stewardship matter when a brief evolves mid-flight. Holding the through line while the details change is what keeps a global brand recognizable.