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Royal Academy of Punjab
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The Royal Academy of Punjab is a pioneering Canadian not-for-profit institution dedicated to teaching and preserving Punjabi folk dance and music.
Rebranding for the culture
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A rebranded Royal Academy of Punjab, transformed it from a dance school into a cultural institution with a profound mission, securing its legacy and positioning it for long-term growth and community impact.
Drumming Up Innovation
Skyrocket engaged in a comprehensive discovery process, involving stakeholder engagement, audience surveys, and market research to uncover the full scope of the academy’s impact on the community. We recognized that the institution’s mission extended beyond dance, with a deep desire to share Punjabi culture and preserve its folk arts for future generations. We formalized their Core Ideology—the vision, purpose, and values that underpin the academy's mission.We proposed a bold rebranding initiative: renaming the institution to Royal Academy of Punjab to encompass the full breadth of its cultural focus. A new brand identity was developed, inspired by the "dhol" drum and navigational symbols, representing the academy’s role in acting as a wayfinder to guide young people through their cultural journey.
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Branding the Home for Punjabi Culture
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The relaunched brand was met with enthusiasm from both the community and new audiences, effectively reflecting the academy’s expanded mission. The new identity not only solidified the academy’s cultural influence but also positioned it for long-term growth, garnering increased support from government funders and community partners.The Royal Academy of Punjab successfully transitioned from a grassroots dance school into a cultural institution with a broader purpose, securing its legacy and ensuring its capacity to inspire future generations with the richness of Punjabi culture.
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