About: What started as a local Texas studio with a mission to make ballet more inclusive has since evolved into a licensable program for studios nationwide that wish to offer ballet classes for adult beginners — breaking down common stereotypes by welcoming every body type, age, level, and background.
Ask: Rebrand Begin Ballet to support its transition from local studio to licensable program.
Objective: Position Begin Ballet as an inclusive online community for beginner dancers.
Goal: Increase organic Instagram engagement over three months while maintaining a cohesive, on-brand feed.
Objective: Position Begin Ballet as an inclusive online community for beginner dancers.
Goal: Increase organic Instagram engagement over three months while maintaining a cohesive, on-brand feed.
Step 1: Rebrand
With founder and former dancer Gabby Dalpe juggling teaching, studio management, admin tasks, and a full-time job, maintaining consistent branding and an online presence was a challenge. The rebrand introduced a refreshed identity that reflected Begin’s inclusive, beginner-friendly values — featuring a softer logo, blue color palette (avoiding stereotypical ballet pink), and a cohesive Instagram presence.
Step 2: Messaging Strategy
To support Begin’s transition, I updated the Instagram bio to clarify its new identity — not just a local studio, but a ballet program available to any U.S. dance studio.
Step 3: Content Pillars
With cohesive brand guidelines to reference and clear messaging, I categorized Gabby's content into three strategic pillars:
With cohesive brand guidelines to reference and clear messaging, I categorized Gabby's content into three strategic pillars:
(1) New Dancers: Showcase why Begin’s approach is unique through intentional, CTA-driven content for studio owners and students.
(2) Community: Build connections through organic, relatable content that encourages engagement.
(3) Education: Provide beginner-focused tips and insights to support adult dancers at the core of Begin’s mission.
Organic Reels
Stills and Carrousels
