Vibe needed a refreshed identity and a refined audience strategy. Rather than simply branding Vibe as a dance studio, we crafted a lifestyle-focused identity centred on connection and exclusivity. By understanding the audience's core desires, we developed a unique value proposition: Vibe isn’t just a place to dance; it’s a supportive sisterhood where women can form friendships and feel empowered. The visual identity moved beyond generic dance studio imagery, using vibrant, glamorous visuals reminiscent of a girls’ night out—fun, exclusive, and empowering. This approach created an "it-girl" feel while remaining warm and inclusive.