As one of Canada’s most prominent dance presenters, Dance Victoria brings renowned dance companies from all over the world to perform in Victoria, British Columbia. In 2025, Dance Victoria selected Becoming to take it through a comprehensive posititioning and rebranding process to coincide with its 30th anniversary in 2026/27. Through a rigorous audit of their current brand and broad community engagement, we built a strategy which led to the design of a new brand identity which at reflects Dance Victoria’s history, its distinct roles in the local and national performing arts milieux, and the diverse communities and stakeholders the organization serves.