After discussing initial ideas with Amy, we talked through what she wanted to achieve and what the brand’s values would be, as well as her thoughts and vision for how the brand would look. Our experienced and time-efficient team went on to develop and create: brand guidelines, fitness plan based on Amy's dance choreography and current workouts, promotional video content, website, downloadable PDF and dance workout videos. In addition, using our in-house and expert fitness knowledge, we developed a dance-based fitness plan that could be followed without the need for any equipment and that could be followed by both beginners and more experienced dancers alike. We also created a clear social media plan which was implemented in the run-up to launch, whereby we made high-quality video content for Instagram and worked collaboratively with Amy and her team to write captions and identify the optimal times to publish the posts.