Commercial · Brand Identity · 2025
Connexion
Client
Connexion Dance School
Agency
Selective Agency Malta
Scope
Logo rebrand + branding + visual system
Year
2025
Overview
More than a dance school
Визуальный образ для ведущей школы латиноамериканских танцев Мальты, такой же живой, динамичный и яркий, как культура, которую она объединяет
Connexion — ведущая школа латиноамериканских танцев на Мальте, объединяющая вокруг себя лояльное и постоянно растущее сообщество. Проект был реализован в команде агентства Selective Agency Malta.
Задача заключалась в том, чтобы переосмыслить позиционирование Connexion и закрепить за брендом статус главного места для занятий латинскими танцами на острове — не просто школы с расписанием занятий, а яркого центра танцевальной культуры и общения.
Существующий бренд развивался органично, однако со временем перестал отражать ту энергию, уверенность и масштаб, которых достигла Connexion. Поэтому было принято решение о полном ребрендинге: от разработки нового логотипа до создания гибкой визуальной системы, способной поддерживать ежедневную коммуникацию бренда в социальных сетях.
After
Before
Challenge
From script to system
The original logo — a cursive wordmark — felt soft and decorative. It worked in isolation but broke down completely across social media formats: too delicate at small sizes, no strong symbol, no system behind it. The real challenge was not just a new logo. It was building a visual language flexible enough for events, announcements, course promotion, and brand moments — while staying recognisably Connexion.
"We needed something that moves as fast as we do —
every week there's a new event, a new class,
a new campaign."
And critically: the team needed to use it themselves — no designer on call for every Instagram post. The system had to be self-sufficient from day one.
The idea behind the visual
Core concept
The new C is a magnet — a symbol of attraction, connection, and social pull.
The magnet concept unlocked the entire visual language. Diagonals throughout all layouts echo constant movement — the body in dance, the energy of a room, the momentum of a growing community. The palette — deep crimson, burnt orange, warm yellow — reads as heat. It photographs well on a dance floor and scales from a 1×1 post to a full-bleed banner.
Typography system
Deliverables & Collaboration Model
How the system works in practice
The visual system was built on a division of labor: Selective Agency Malta handles strategy, scheduling, and copy; Ekaterina designs and executes the visual language — covers, typography, graphics, video editing; Connexion independently updates their weekly class schedule in a prepared Canva template.
This structure removes design burden from the client while maintaining absolute visual consistency. They don't need to make typography decisions, balance compositions, or understand the underlying system — they only update the information that changes.
The visual system itself is deceptively simple. The diagonal framework and animated typography appear straightforward at first glance. But they require a specific understanding of movement, timing, and proportion to execute correctly. This means:
✓ The brand stays visually unique — impossible for competitors to replicate
✓ Quality is maintained even with high publishing frequency
✓ The client remains focused on their content (teaching, events), not design execution
-
Social media template library (12+ templates covering events, courses, announcements, community updates, instructor spotlights)
-
Print applications (7 items: posters, flyers, gift vouchers, presentation decks)
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Canva template system for Connexion's weekly scheduling
-
Style guide and animation specifications
-
Complete typography and diagonal system documentation
12+
Content templates delivered, covering every format used by the school and designed for easy in-house editing.
7
Print applications: Seven print deliverables created to support both internal communication and audience engagement, including presentation decks, promotional posters, flyers, and gift vouchers.
6 wks
Project timeline
Impact
Numbers and Impact
COMMISSIONED BY SELECTIVE AGENCY MALTA
Role: Led concept development, art direction, social system design
EU context: Part of Mediterranean creative market growth
SCOPE IN NUMBERS
+30% follower growth
700+ social followers
Team uses templates daily — zero design support needed
POST-LAUNCH METRICS
According to the agency owner: “Within two months, our content strategy
tripled both the page traffic and overall content views.
Timeline diagram: 07.05.25 Discovery → 25.05.25 Design → 01.06.25 Handoff → 01.06.25 -01.07.25 Adoption
"What impressed us about working with Ekaterina was her understanding of how a design system actually lives in an agency workflow. She didn't create something beautiful and hand it over — she designed for how we actually work: clear separation of content strategy from visual execution, simple interfaces for the client, invisible architecture that ensures quality at every touchpoint.
The school edits photos and updates text in a prepared Canva template — it looks simple. But that simplicity exists because the underlying system is sophisticated. The diagonal logic, the typography proportions, the spacing rules — they're embedded in the framework itself. That's what prevents dilution of the brand while keeping production sustainable. And it's what means the system stays in our hands to evolve."
Selective Agency Malta
