Rodeo Nights Line Dancing

Brand Identity  ✦  Content Strategy  ✦  Creative Support  ✦  Website Design in Progress

Bringing the brand under one roof

Promotional poster for rodeo nights line dancing class. Highlights include a new beginner class for confident dancers, scheduled straight after Monday beginner class from 8:45 pm to 9:30 pm, costing £6 standalone or £10 for both classes. The poster features western-themed graphics, bright lights, and decorative borders.
Black background with white outline of a cowboy hat, cowboy boot, and lasso, along with the text 'Rodeo Nights Line Dancing' in a Western-style font.
Schedule for a line dancing event titled 'Rodeo Nights'. The first part lists beginner dance lessons with songs like 'That Honky Tonk Highway', 'Wagon Wheel', and 'Mamma Mia'. The second part lists improver level dances with songs like 'Heel Toe Rodeo', 'Oh My God', and 'Rolling Stones'. The evening ends with a glass of wine. The schedule includes a logo of a cowboy hat, boots, and a star. 
THE STARTING POINT

Rodeo Nights had already built an incredible community, but over time its visual identity had become a mix of different logos, styles and creative assets.

AI-generated content had helped the business keep showing up online in its early stages. But as those visuals became increasingly common, it became harder for the content to feel distinctive or recognisably Rodeo Nights.

The goal was to bring everything together under one recognisable identity: one that captured the warmth and energy of Rodeo Nights while giving the business a stronger foundation as the community continued to grow.

The project didn’t begin by replacing everything Rodeo Nights had already built.

After reviewing its existing logos, social content and marketing materials, I identified the logo variation that already felt strongest and most recognisable. This became the foundation for the refreshed identity.

The logo was carefully rebuilt and refined to improve its balance, clarity and scalability while retaining the western character the community already knew.

Building from what was already there

Designs of logos for 'Rodeo Nights Line Dancing,' including original, T-shirt, and social media versions with cowboy boots and western-themed text, all in black and white.

One identity, designed to work everywhere

Rather than relying on one logo for every application, I developed a flexible identity system with primary, secondary and brand-mark variations.

Each variation has a clear role, allowing the identity to work consistently across social content, printed materials, merchandise, events and future digital touchpoints.

Black background with white text and western boots icon, logo for Rodeo Nights Line Dancing, established in 2024.
Black background with white text and western boots icon, logo for Rodeo Nights Line Dancing, established in 2024. 
Primary Logo
Black background with white text and cowboy boot illustration announcing 'Rodeo Nights Line Dancing,' established 2024. 
SECONDARY Logo
Neon outline of a pair of cowboy boots on a black background. 
SUBMARK

A defined typography and colour system brought further warmth and personality to the brand while making everyday creative decisions simpler.

The image displays a graphic comparing three different fonts: Playfair, Source Serif 4, and Josefin Sans, with sample text and descriptions of their typical uses. It also includes a section about event hosting, with a button labeled 'Book Your Event'.

More than line dancing

At the heart of Rodeo Nights is a story that began with Gemma, her nan and their shared love of country music.

What started as something personal has grown into a community where beginners and regulars can show up, learn something new and feel immediately welcome.

Defining the Who, What and Why behind Rodeo Nights gave the brand a clearer story and ensured the creative direction reflected what the business genuinely means to the people who are part of it.

Rodeo Nights isn’t only about learning the steps. It’s about good music, shared moments and finding your people.

A clearer role for every platform

With the identity in place, the next step was to define how Rodeo Nights should show up across its different social platforms.

Existing content across Facebook, Instagram and TikTok was reviewed to understand what was already working, where the gaps were and how each audience used the platform.

From there, each channel was given a clearer purpose:

Social media icons for Facebook, Instagram, TikTok, and YouTube with respective labels and taglines.

Content with a purpose

  • Helpful, accessible content that answers questions, builds trust and makes attending a first class feel less intimidating.

  • Recognisable content that communicates the personality of Rodeo Nights and supports classes, events and future opportunities.

  • The people, stories and shared moments that make Rodeo Nights feel like more than a weekly dance class.

    Together, the three pillars give Rodeo Nights a balanced way to attract new dancers, strengthen recognition and remain connected to the community it has already built.

The Rodeo Nights content strategy was built around three core pillars:

From strategy to everyday support

The strategy was translated into a flexible library of branded templates covering the content Rodeo Nights regularly needs, from weekly schedules and class updates to educational posts, event announcements, Reel covers and community moments.

Each template was designed around a genuine use case rather than filling a feed for the sake of it.

The completed system includes editable Canva templates, content prompts, copy guidance and an organised weekly workflow, giving Gemma the tools to show up consistently without having to begin from scratch every time she posts.

A reminder sign for 'Rodeo Nights Line Dancing' with no classes this week, featuring dates for the break and a message to add the return date, with decorative cowboy boot icons and stars.
Event poster for Rodeo Nights line dancing event on a blue background. It features the date, Thursday XXth of the month, 2026, with beginner and improver classes from 7:00 to 8:00 PM and 8:00 to 8:45 PM, respectively. Location is Stoffold Memorial Hall, Stoffold, SG5, with a 4-hour event duration.
A black and white poster for 'The Hoedown,' an event with line dancing, photo booth fun, games, prizes, and music requests. The event is on Friday, May 29th, 2026, from 8 pm to 11 pm at Stondon Community Centre, SG16 6QB. Entry costs £10 per person, cash only.
Black background poster with white text promoting a rodeo event, mentioning good music, good people, and good vibes.
A man and woman dancing together outdoors in cowboy hats, with the woman twirling and the man holding her hand, both smiling. The background features trees and a fence, with warm sunlight.
A woman wearing a wide-brimmed hat touching a brown and white horse's face in a field. The woman has long blonde hair and is wearing a white blouse with lace details. Text overlay says, 'How it all began.'

Built to be used

A strong brand system only works when the person behind the business feels able to use it.

Every asset was clearly organised, labelled and supported with practical guidance. This means Rodeo Nights can maintain its own content confidently while still having a consistent creative foundation to build from.

The result is an identity that doesn’t only look more cohesive. It makes the day-to-day creative side of running the business feel simpler, clearer and more manageable.

Page from a study guide titled '2. Class Reminders'. It mentions that the folder contains 5 sub-folders: General, Monday, Wednesday, Thursday, and Friday, with descriptions of the content of each sub-folder.
Screenshot of a webpage detailing section 7 titled 'Announcements,' explaining various templates and their purposes for event planning and promotions.

What’s next for Rodeo Nights?

The next phase of the project is currently in production: bringing the refreshed identity and content direction together through a new Rodeo Nights website.

The website will give the growing community a clear central home, making it easier to discover classes, understand what to expect and take the next step towards joining Rodeo Nights.

Ready to bring it all together?

I can help you identify what’s worth keeping, clarify what needs to change and create a tailored direction around where your business is going next.

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