Florence Simonne

We worked with Florence on a project to create a visual identity for our dance association's artistic direction. There were challenges with a history of several years of creation, an emerging identity but little coherence, and certain key elements we wanted to reuse. The project proceeded as follows: - Understanding the challenges, our history, our values, expectations, and defining an initial mood board to qualify our universe. - Iterations to find the visual identity that suits us. - Adapting this Artistic Direction to several media and integrating it into Canva for our team. The challenges were complex, requiring consideration of our values, the practical reality, and the expectations of several personas. Our dance style emerged decades ago, and even for us, our identity was not necessarily clear. There are certain elements that we discovered/re-evaluated thanks to Florence, who, even without knowing the dance world, managed to propose coherent ideas. Based on Florence's proposals and our team's feedback, we iterated to adjust the parameters where we wanted, and we went in completely different directions when necessary. Florence demonstrated her expertise by being able to make real-time modifications to visuals to make our exchange sessions effective. She came to each meeting with several proposals to help us understand how far we could push the parameters, based on what we had discussed in previous sessions. Florence was always very pleasant and supportive, also giving us advice on elements related to the project, and allowing us flexibility based on new data/priorities on our end. We are pleased to continue working with Florence to finalize the adaptation of this Artistic Direction, and also to work on other challenges (Web, etc).