Alignment in Dance
Creating a digital home for a growing mission. Alignment in Dance supports healthier dance communities through mental health education, resources, consultations, and thoughtfully created tools. Their new website brings those pieces together in a space that feels warm, approachable, and distinctly theirs.
WEBSITE STRATEGY + DESIGN
PROJECT
Website Redesign
SERVICES
Website Strategy · Squarespace Design · Content Refinement · SEO
PLATFORM
Squarespace
THE STARTING POINT
A meaningful brand ready for a clearer digital home.
Alignment already had the heart of their brand: a clear mission, an established voice, and meaningful work supporting the dance community. As their offerings grew—from education and consultations to resources and products—their website needed to grow with them.
The goal wasn't to reinvent Alignment. It was to create a more intentional home for everything they were already doing, make it easier for people to find the support they needed, and build a site that felt as thoughtful and human as the work behind it.
THE DIRECTION
Bringing warmth, clarity, and personality into the experience.
Alignment’s work sits at the intersection of mental health and dance, so the site needed to feel credible without becoming clinical—and playful without losing the depth of their work. The direction focused on creating a welcoming experience that felt true to Brittni and Morgan while giving their growing offerings a clearer structure.
WARM + HUMAN
Imagery, language, and thoughtful details create a sense of connection rather than a polished-but-impersonal experience.
CLEAR + INTENTIONAL
Services, resources, products, and audiences were reorganized so visitors can quickly understand what Alignment offers and where to go next.
DISTINCTLY ALIGNMENT
Their existing colors, personality, and point of view were carried throughout the site so the finished experience feels like them—not a website template.
THE RESULT
A website with room for everything Alignment is becoming.
The finished site brings Alignment’s work together in one cohesive, easy-to-navigate home—giving dancers, parents, educators, and industry partners clear ways to connect with their resources and support.
More importantly, it feels like Alignment: warm, thoughtful, credible, and deeply connected to the dance community they serve. And with a flexible foundation in place, the site can continue to grow right alongside their work.
“Working with Alex on our website felt completely different from anything we’d done before. She really took the time to understand Alignment—who we are, why we do this work, and how we wanted people to feel when they found us.
She helped us take so many different pieces of our work and bring them together in a way that finally feels clear and cohesive. The finished site feels like us, which was the most important thing. It’s warm, thoughtful, easy to navigate, and gives us room to keep growing.
Alex didn’t just build us a beautiful website. She helped us see our brand more clearly.”
— Brittni, Co-Founder of Alignment in Dance
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