Phoenix Fall Festival Dancesport

Website Redesign, Branding & Print Media

Project Overview

Phoenix Fall Festival reached out to fully rebrand and redesign their existing website in time for their upcoming annual competition. The goal was to keep a festive fall oriented theme without sending out Thanksgiving Day vibes and keeping the yellow as an homage to the previous website we put out to pasture.

The existing website worked well as far as functionality went in that users indicated they were able to find their entry forms easily but stakeholders and interviewed users agreed the site was in dire need of a visual redesign and that’s exactly what we accomplished!

We delivered a fully redesigned content-ready website, social media profile images and cover photos, media assets for our client to use in their marketing campaigns and designed 2ft x 5ft vertical banners exclusively for print that were on brand. 

We also created a custom internal dashboard for our client to update their attending judges, officials and vendors and provided them with new logo files of their existing design for use on dark or light backgrounds. 

Before

phoenix fall existing home page mockup
phoenix fall festival mockup existing entry form page
phoenix fall festival mockup existing hotel page
phoenix fall festival mockup existing join us page
phoenix fall festival mockup existing vedor page

Project Ideation Phase

We learned of their list of requirements, ‘like to have’ and ‘nice to have’ feature requests and quickly iterated some ideas. Getting out designs we did not want helped stakeholders visually see and confirm their reasons for not wanting to go with certain color palettes.

For example, not wanting to go with a red background color to avoid giving a Thanksgiving/Holiday vibe – despite some of the stakeholders liking it.

Home Page color palette iterations

phoenix fall festival mockup home page medium fidelity

Vendor page color palette iterations

phoenix fall festival mockup Vendors

Judges & Officials page color palette iterations

phoenix fall festival mockup Judges

Final

We delivered a fully redesigned website along with social media profile images and cover photos, media assets for our client to use as needed in their marketing campaigns and we designed 2ft x 5ft vertical banners exclusively for print that were on brand to market their newly updated event. We also provided them with new logos (their design) for use on dark or light backgrounds.

phoenix fall festival mockup home page
phoenix fall festival mockup workshop info
phoenix fall festival mockup event schedule
phoenix fall festival mockup prizes awards
phoenix fall festival mockup footer details

Print Marketing Materials

Vertical banners, posters and postcards for print in various sizes. Each poster being meticulously designed to render images at their respective heights without pixelation and converting colors from digital to print. 

5x7 flyer phoenix fall festival final 1
Phoenix Fall festival banner v7
phoenix fall festival vertical banner at event
Screen Shot 2023 01 03 at 3.36.04 PM

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Project Details

Client Background

Phoenix Fall Festival is an established dancesport competition held annually in Chandler, AZ. Dance studios, ballroom dance professionals and their students come together to participate in Pro-Am, Amateur and Formation Team events. We look forward to welcoming all of the incredible amateurs and professionals to the Valley of the Sun!

Key Features