RESO | Swiss Dance Network

STRATEGIC COMMUNICATIONBRAND & VISUAL DIRECTIONCONTENT & LOCALIZATION
Written By Nona Fragniere

BRIEF

To elevate the entire digital ecosystem for Switzerland’s national dance network and its major festivals.

The mandate was to increase visibility, build a deeply engaged community, professionalize the brand identity, and ensure the successful promotion of dozens of artists and events across three distinct entities.

 

IDEA

The concept was to transform RESO from a fragmented announcer into a unified, compelling digital storyteller.

I created a cohesive digital identity across three Instagram accounts: RESO for its various projects, Swiss Dance Days for professionals of the dance scene, and Das Tanzfest for the general public. Each channel carried its own character while remaining part of a larger whole, with a focus on community activation, brand elevation and digital innovation.

MY ROLE

Social Media Manager

 

IMPACT

  • +742% Increase in Organic Reach for RESO in the first 3 months.

  • 100% Event Sell-Out Rate for all 12 companies at Swiss Dance Days.

  • 1,000+ engaged followers built from scratch for @swissdancedays in 3 months.

  • 2,000+ views per video for educational TikTok content.

  • Managed paid ad campaigns with budgets over CHF 1,000.

 

A DEEPER LOOK

  • Based on a SWOT analysis, I led the development of a new social media concept for RESO. The task was not to erase the existing brand, but to refine and differentiate its core visual identity to create cohesive and distinct branding for its numerous sub-projects. This new, minimalist system was then adapted for initiatives like the Tanz goes Schule Podcast, Forum Dance, and the Performing Arts Management (PAM) program, giving each a clear, professional voice within the larger family.

  • My work began with orchestrating the end-to-end digital strategy for an international festival, which involved building its Instagram presence from a silent start.

    The focus was a gentle one: on authentic artist interviews and multilingual storytelling (DE/EN/FR).

    This approach created a highly engaged community, a space of connection that led directly to a fully sold-out festival

  • I developed the national social media strategy for Das Tanzfest for both 2023 and 2024, a fascinating puzzle of coordinating with teams across all participating cities. This involved creating over 80 posts per year, managing paid campaigns, and leading workshops to empower local managers with best practices for content and design. It was about creating a single, harmonious voice from many.

  • Out of personal curiosity, I initiated and led an internal AI workshop for the RESO team, introducing tools for text and image generation such as ChatGPT and other rewriting solutions. By combining these technologies with structured workflows in Trello and Canva, we streamlined the content creation process, improved team efficiency, and created more space for human creativity.

  • As lead media producer, I worked across the entire content lifecycle from producing and editing multilingual video interviews to creating social media assets such as Reels, Stories and Teasers. A central focus was accessibility. I ensured information was clear and inclusive, integrating multilingual subtitles, applying UX design accessibility principles, and optimizing both visual and audio design so that content could reach and engage diverse audiences.

 
Nona Fragniere