Dance

Electrifying urban mobility

Project Overview

Brand: Dance
Objective:  A SWOT analysis of their brand positioning and content marketing strategy. Plus, conceptualizing a few creative campaigns for the fun of it!
My Role: Creative Director, Strategist and Writer

The Challenge

Dance is an innovative e-bike subscription service revolutionizing urban mobility. With a seamless, all-inclusive model, Dance provides premium electric bikes and scooters, offering users a sustainable, hassle-free alternative to car ownership. Their mission: to make cities more livable by making e-mobility effortless and accessible.

While Dance had a strong product and vision, they faced key challenges in scaling their brand and increasing adoption beyond early adopters. The company needed:

  • A compelling brand narrative that resonates with urban commuters.

  • Creative campaign strategies to increase awareness and conversion.

  • A refined value proposition to differentiate in a competitive sustainable mobility market.

The Creative Strategy

Leveraging deep insights into urban mobility trends and consumer behaviors, I conducted a strategic audit of Dance’s brand positioning. My pro bono engagement included:

  • SWOT Analysis: Identified strengths, opportunities and brand positioning gaps.

  • Creative Campaign Ideas: Concepted campaigns to drive engagement and brand advocacy.

  • Customer-Centric Messaging: Refined Dance’s storytelling to align with sustainability-conscious commuters.

Execution

I proposed a series of From a strategic perspective, after completing and sharing the SWOT analysis, I proposed a series of targeted initiatives. These included “Music Genres to Groove To,” which highlighted product features and benefits, and the following campaigns, which focused on wordplay and brand vibe to build recognition and foster brand love: “Lyrics for the Love of Dance” and “Dance Movie Marquees That Move You.”

Lyrics for the Love of Dance

Dance Move Marquees That Move You

Music Genres to Groove To

Results & Impact

While my contributions were in a consultative phase, the strategic framework laid a strong foundation for Dance’s next growth phase. The proposed initiatives aimed to:

  • Strengthen brand affinity among sustainability-conscious consumers.

  • Drive measurable engagement through innovative campaign activations.

This collaboration underscored Dance’s potential to redefine urban transportation and reinforced my commitment to shaping brands that drive cultural and behavioral shifts.