Academy of Ballroom Arts
Academy of Ballroom Arts is more than a dance school—it’s a brand built on trust, passion, and vision. My goal was to design a site that blended modern digital storytelling with the timeless elegance of ballroom dance. Through clean structure, expressive visuals, and refined interaction, the result is a platform that speaks confidently to both the artistry of dance and the strategic foundation of the business.
OVERVIEW
Business Goals
To create a visually compelling, conversion-focused website that positions the Academy of Ballroom Arts as a trusted, high-caliber dance institution for all ages and skill levels, while supporting student recruitment, and brand credibility.
Challenge
1. Design a distinctive website that sets itself apart from typical dance academy websites, ensuring a unique and memorable user experience.
2. Includes video media to showcase the missions and goals of the academy message to new visitor.
Deliverable + Impact
By combining clear structure, compelling visuals, and polished interactions, the website effectively communicates the elegance of dance and the strategic vision of the business—resulting in a 30% increase in user engagement and a boost in SEO within the first two months.
Process
Research & Plan
For the new marketing website, I started by conducting a market reserach and align goals and requirement with the founder. During the process, We also structured content and explore visual ideas to ensure logical flows, and the tone and feel of the website it convey a clean, modern, artistic looking layouts.
challenge
Expressing Values Through Design
One of the key challenges was ensuring that the website’s UI reflected the core values of the project and its founders—modernity, artistry, and the academy’s signature style. With that in mind, I focused on exploring visual elements, interactivity, and layout to enhance the user experience and capture the essence of the brand as visitors browse the site.
DELIVERABLES
Guided by Form and Feeling
To address this, I designed an introductory landing page featuring a short background video that warmly conveys the academy’s core values. The main site embraces a clean, modern, and artistic aesthetic with a subtle editorial touch that honors the elegance of dance.
The layout incorporates generous white space, a structured grid system for clarity and balance, and refined typography paired with thoughtful interactive elements. This combination creates a visual experience that feels both minimal and expressive.
A consistent geometric structure guides users intuitively through the content, ensuring smooth navigation toward the final call to action. The design emphasizes sleek animations, bold visuals, and an elegant interface—capturing a sense of sophistication and confidence. It demonstrates how digital storytelling can elevate a brand's identity by blending timeless design with modern sensibility.
REFLECTION
Art Meets Strategy
The website for Academy of Ballroom Arts was more than a brochure—it was designed to be a performance space in itself. Every element, from motion to typography, reflects the elegance and energy of ballroom arts, while solving real business problems around enrollment, visibility, and positioning.
It stands as a case study in balancing artistic storytelling with strategic UX, where a dance school’s vision is translated into a captivating, high-performing digital experience.