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Big Dance

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The Foundation for Community Dance recently appointed effect and design studio The Unloved to help launch the now well-established biennial event ‘Big Dance’, which ran from the 5th -13th of July. The event is the UK’s biggest celebration of dance with a grand finale on the 12th-13th July with specially commissioned dance performances, which took place across England during the Big Dance Weekend. The focus of the event is to make dance accessible to everyone and open to all levels from beginners through to professionals.

The last event took place in 2012 with over 3500 individual events taking place across the UK in a variety of locations from shopping centres and parks through to schools and even palaces. Big Dance is led by the Mayor of London and the Foundation for Community Dance in partnership with a network of Big Dance Hubs.

Big Dance Website

Based in Leicester’s creative business hub ‘The LCB Depot’ The Foundation for Community Dance selected effect and The Unloved to deliver new branding/literature, a new website and a mobile app to support the dance event. The branding was re-imagined utilising geometric shapes to create a dynamic, vibrant look and feel – “we wanted to appeal to the widest audience possible” said creative director of The Unloved – Koo Bhangra. The theme continues throughout the new website and mobile app which is a central hub of information for the national event

For this year’s event, digital channels have played a much stronger role, starting with the redevelopment of the Big Dance website. The website is designed to convey a feeling of movement to the user – effect created a responsive parallax scrolling theme which instantly brings a more engaging feel to the site and allows users to interact on mobile, tablet or desktop devices. The visitors can find out more about the event, view video and picture galleries from previous events and find local events to attend or register their own Big Dance Event.


The Mobile Application is designed to engage attendees at the events, combining function and fun, as well as providing user data back to the Big Dance organisers. The app is available to Android and iOS smart phones enabling users to find their nearest event, access to a ‘Dance-O-Meter’ which can monitor how many moves you make while dancing and how many calories you may have burned as well as the ability to share your photos and experience of the event through the Big Dance websites and social networks. Registration at events via the app automatically enters you into a prize draw with state of the art audio equipment and gifts cards available for the lucky winners.

“Being able to develop a mobile application to support the event has been an amazing experience, we hope that the marriage of a traditional art form such as dance with the latest technologies will only serve to enhance the experience of the event and provide organisers with vital audience data. – James Riley, Managing Director – effect.


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