National Dance Competition Company Captures Spirit of their Art in their Folder Design.
BY FOLDERPRINTERS WRITERS
January 12, 2023
Composite image of Beyond the Stars' and Breakout's presentation folders superimposed on an image of stage with spotlights.
A recent project we completed intrigued us becuase of the copy and design on its cover. Our initial impression was that it was related to the performance arts.
Looking further into it, we discovered that there were two different folder designs. One featured a blue urban abstract type of background;
the other, a deep red and black gradient with hard-angled polygon elements.
Both capturing the spirit and energy of their art: dance.
This being our first project (or at least the first impressive one) for a dance company, we wanted to know how and why they use presentation folders.
We approached Breakout's Asssitant Director for Client Relations, Victoria Miller.
Back cover of Beyond the Stars' red folder.
FOLDERPRINTERS WRITERS: Please describe your company and it’s services or specialty.
VICTORIA MILLER: We are a national dance competition. We have two brands, Beyond the Stars and Breakout, that host over 90 dance compeititons a year.
FPW: Who are your main customers?
VM: Dance studio owners. We mainly host events in the northeast.
FPW: What purpose do your folders generally serve and wen do you hand them out?
VM: Generally our folders are for admin purposes. We pack important competition materials in them for each studio to be presented to them upon arrival at the competition.
Occasionally, they would be used for marketing purposes as well, like if we are attending trade shows, etc.
"It matches the overall branding and aesthetic of our marketing materials."
— Victoria Miller
FPW: What items do you put inside the pockets?
VM: Competition welcome letter with important info, our competition rules, schedules, promo flyers for our merchandise, and at times other misc. information that may be important or specific to a client.
FPW: In this digital, internet age, why use analog presentation folders? Have they proven to be effective?
VM: Yes, although a lot of things have moved to digital there is purpose for us to make physical copies of materials for our clients.
It also gives them an extra spot to put any of their own papers or important documents they may have with them at competition.
FPW: Who designs your folders?
VM: Our in-house graphic designer.
FPW: What was your aesthetic philosophy or aim in coming up with the final design?
VM: It matches the overall branding and aesthetic of our marketing materials for the year (our backdrops, step and repeats, merchandise, etc).
Our goal is to have everything be cohesive.
FPW: Do you know if your competition also employ the same type of folders?
VM: Yes, many of them probably use folders for same or similar purpose.
FPW: Did the final product meet your expectations?
VM: Yes! We think they are great!
Inside panels and pockets of Beyond the Stars' blue presentation folder.
Our Takeaway
As a leading manufacturer of custom presentation folders,
we believe that folders can be a potent marketing tool,
particularly in a person-to-person presentation or solicitation setting. To be sure, appealing graphics can help, but what can truly enhance its effectiveness and impact is a design that reflects the identity or brand of a company, individual, or organization.
This identity-reflection is clearly evident in the folders of Beyond the Stars. Their designs succesfully capture the essence of their art form, along with its accompanying enthusiasm and glee.
Indeed, it enchnaces their image as a legitimate and formidable institution dedicated to the art of dance, its staging and perfomance.
