The Irish Dance Teachers Association of North America
Brand Identity
Copywriting
"Born out of the travels of designer Luiza Chang, Lulu Yasmine embodies the spirit of exploration, as we celebrate the beauty the world has to offer, and that of each woman who wears our clothes."
Our Spirit
Lulu Yasmine Brand Story
The Challenge
The Irish Dance Teachers Association of North America (IDTANA) is the governing body for Irish dance teachers in North America, representing three countries, seven regions, and over 1,000 dance teachers, and the North American branch of An Coimisiún le Rincí Gaelacha (CLRG) – the largest, oldest, and most elite Irish dance organization worldwide. Recovering from the devastating effects of COVID on competitive Irish dance, IDTANA needed a complete brand overhaul including a new logo, colors, and fonts, along with a mission statement and brand strategy to reflect its commitment balancing its proud commitment to Irish tradition with modernization, and progress, and to welcome new dancers of all backgrounds into the world of Irish dance.
Industry
Sports, Arts and Culture
Services Provided
Branding
Strategy
Copywriting
Photographic Art Direction
Based In
The United States, Canada, and Mexico
Copywriting
"The Source for Irish Dancing in North America."
Mission Statement
IDTANA
The Solution
We distilled Lulu Yasmine’s essence down to three primary attributes: Intentional Adventure, the soul of the brand, Strength in Femininity, and Consciousness and Responsibility. Prioritizing the spirit of adventure in our main communication, we also ensured that branding focused on reclaiming the power in traditionally feminine design, and that sustainability and community responsibility consistently informed our decisions and language. The result is a brand suite that prioritizes both inspiration and being inspired, while incorporating every attribute that sets this brand apart.
Logo
Inspired by the fluid motions of a ceili dance, the logo uses emblematic Irish dancing imagery to create a unique and modern symbol that embodies inclusion, continuity, and welcoming. The three loops represent the three countries of IDTANA and are shaped like location markers, further solidifying the geographical connection. The open ends symbolize welcoming and continuity, and the inclusion of three pieces in a figure set up for four invites the viewer to join in the dance and complete the figure. This shape lightly alludes to Celtic knotwork while being modern and distinctive, embodying the literal motion of dance and the forward-thinking attitude of IDTANA and Irish dance today.
Copywriting
"The island is a canvas on which we have brought together inspiration from our many travels, and the essence of our home is among the adventures we send to yours."
Our Source
Lulu Yasmine Brand Story
Colors
Subtle rose tones take priority, reclaiming classically feminine tones, with slate blue and deep jade adding maturity, contrast and sophistication. Featured colors exist in nebulous worlds – between pink and orange, between blue and green, between saturation and greyscale – to paint the spirit of adventure. Toned whites give depth to even the most minimalist layouts, while jade accents speak to sustainability efforts and social responsibility.
Primary
Flora
Hex
#E8CFBF
RGB
R232 G207 B191
CMYK C0 M20 Y21 K0
Pantone Coated
PMS 489 C
Pantone Uncoated
PMS 9241 U
Primary
Deep Jade
Hex
#142B1F
RGB
R20 G43 B31
CMYK C79 M30 Y63 K80
Pantone Coated
PMS 560 C
Pantone Uncoated
PMS 343 U
Primary
Tulle
Hex
#EDE5E0
RGB
R237 G227 B224
CMYK C5 M8 Y7 K0
Pantone Coated
PMS 9345 C
Pantone Uncoated
PMS 9345 U
Secondary
Slate
Hex
#878F8C
RGB
R135 G143 B140
CMYK C33 M12 Y18 K30
Secondary
Tickled Pink
Hex
#E0C2B5
RGB
R224 G194 B181
CMYK C0 M22 Y15 K4
Black
Charcoal
Hex
#1C1C1B
RGB
R28 G28 B27
CMYK C94 M77 Y53 K94
White
Mist
Hex
#F9F5F4
RGB
R249 G245 B244
CMYK C0 M0 Y0 K2
Copywriting
"Beauty is a form of self expression, and a tool to disarm any who would doubt you."
Our Style
Lulu Yasmine Brand Story
Type
Light italic serif headings are playful and cosmopolitan, complemented by subheadings that contrast delicate typography with a striking and confident all-caps setting. Contemporary body copy pulls a sophisticated look together while facilitating an information hierarchy that prioritizes header text.
Copywriting
"At the core of our business is gratitude to the community that crafts our clothes, and the environment, both local and global, that supports it."
Our Commitment
Lulu Yasmine Brand Story
Slogan
Lulu Yasmine clothing is handmade using traditional techniques, meaning no two pieces are truly alike – just as each woman who shops Lulu Yasmine carries her own unique journey and beauty. Emphasizing the spirit of adventure – Luiza’s adventures that inspire the clothes, and those that each woman will take in her Lulu Yasmine outfit – this slogan brings together both the originality of each piece and the conscious wandering that makes this brand so special, while honoring the unique beauty of each Lulu Yasmine woman.
"What makes a woman real is what makes her beautiful. Her clothes must not make her, they must simply complement the beauty she naturally has."
Luiza Chang
Founder and Designer
Social Media
Lulu Yasmine’s Instagram account reflects the brand’s values both by extending its color palette – with sunny rose tones and deep greens as prominent hues – and as an intentional collage of empowered women, worldwide. In addition to providing art direction for collection photoshoots, we hand-picked models and influencers to prioritize racial representation, diverse locales from London, to Bali, to New York, to Minnesota, and professions ranging from ballerina, to teacher, to airline pilot.
Launching at the beginning of COVID-19, we took on an extra challenge of creating new content and embodying the spirit of adventure while we and our influencer network were all on lockdown.
