The goal was to build a modern luxurious brand to keep young ballet dancers interested. The diversity of leotard designs is for marketing a belief of self-expression. Communicating these elements through a coherent design across multiple platforms.
Attitude is memorable and strong enough to standout from competitors. It creates a clever double meaning that contributes to the brands personality: Attitude Ballet Terms: A position where the dancer is standing on one leg with the other lifted, usually to the front (devant) or back (derrière). The leg in the air is bent at the knee so that it forms roughly a 145 degree angle. Attitude General Term: Truculent or uncooperative behaviour individuality and self-confidence.