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DanceSTL was out of step; with the graying audiences it cultivated over decades, with a new generation wondering why it should care, and with itself. 

The local arts organization had garnered international acclaim, delivering the best performances to ever take the stage. But after 40 years, it was struggling to state its purpose. It needed to reaffirm its promise with its core audience, while seducing an entirely new one. It needed to do so with its own words. Through its own art.

The fountainhead of a rebranding campaign, this mantra stripped dance to its most basic element – the human form in motion. Inspiring and intriguing with the complex simplicity of the art.