Ballet with Isabella (BWI) is both a community and online ballet training platform for dancers of all levels, from beginner to professional. Based in London, UK, the brand also extends to in-person offerings such as drop-in classes, private coaching, and international workshops.
As the brand designer, my role is to oversee the brand's visual direction across the online platform, weekly email newsletter, and social media channels.
My working relationship with BWI began with an idea I pitched in early 2024. To supplement my in-person ballet classes, I decided to join the online platform and subscribe to their mailing list. While I enjoyed the email content, the design didn’t quite match the strong branding of the website—and as a designer, I couldn't help but reimagine it.
I mocked it up in Figma and then rebuilt it in Ortto (the email builder they were using at the time) to test feasibility. After successfully recreating about 95% of the design, I reached out to the team—and the next day, I received a response back asking if I was available for hire!
Within less than a year of launching the redesigned emails, the subscriber count doubled. And as the email list grew, so did my role on the team.
My role quickly expanded from managing the email campaigns to creating custom templates and designs for the entire digital brand—including the online platform, social media channels (YouTube and Instagram), and both ticketing platforms.
I also pitched several new ideas to diversify the brand and expand its reach; two of which became core additions to the email newsletter and Instagram page:
It’s been a pleasure working alongside BWI, and I’m excited to see how the brand continues to expand its reach—helping shape more dancers into better athletes, artists, and individuals.
