Moova
About the project:
In 2023, blogger Alexandra Mitroshina opened a dance studio in Dubai — Moova. The brand already had a strategy and brand platform developed for the Russian market, but they didn’t work when launching the business in the UAE. That’s when the client turned to FANDS.
We began researching the market, competitors, and the target audience, confirming the hypothesis: the actual Moova clients were different from those the brand had represented in its mood board. We then decided to develop a new digital strategy to position the brand for the Dubai audience.
completed
how We Did it:
We started developing the strategy with in-depth research of the Dubai market and audience. During customer development interviews, we noticed the type of sensual women coming to dance at Moova. They value the sensations during dance and live life’s moments so vividly that we couldn’t help but be inspired by them!
That’s how the brand’s global message "Feel your mooves" came to life. It unites the passion for dancing, the sensuality of the women ("feel"), and the dance movements at Moova ("mooves"). The positioning is just one part of the school’s brand platform, which also includes the brand pyramid, tone of voice, unique selling proposition, and audience insights.
We developed a new visual concept, with the signature pink color as its main focus. The brand identity also reflects the feelings and emotions experienced after a class at the studio.
Based on the strategy, we created creative content pillars for the brand’s social media. We took trends into account, such as nostalgia, UGC, ballet core, and more. See for yourself the stylish content we’re constantly creating for Moova!
Result:
our cases
