What improvisation (dance) can teach you about design

Learning to observe

“Come closer, everyone.” Paola, our teacher, waves her hand energetically. Everyone gathers in a corner of the room where two people are dancing. She lets us watch for a few minutes and then asks: what did you see?

Observing and analysing are part of every dance class.

And it’s a crucial skill for any designer. With the creative team at Plant a Flag, we review inspiring work from other designers once a week during our studio meeting. And we ask ourselves why.

Why is this social media campaign so engaging? Why does the typography in this branding feel slightly off? Why does this copy resonate with us?

By analysing the work of others, we learn valuable lessons that we apply in our own work for clients.

No creativity without constraints

“Take a position, close your eyes, and dance using the left side of your body… without moving your feet.” Paola never tells us exactly what movements to make. Instead, she gives vague yet strict instructions—in the form of… constraints.

At Plant a Flag, every project comes with its own limitations.

When branding a political party, you can’t just choose any colour. For an older audience, it’s better not to use a trendy but hard-to-read typeface. And when a client wants exposure but has no budget for social media campaigns—what then?

These constraints guide our thinking. They force us to find practical solutions that work for both the client and their audience.

Take Krok & Co, for example—an inclusive lunch spot for people with disabilities. Thanks to brightly coloured T-shirts, their photography is instantly branded. And so is their Instagram feed.

Focus is your secret weapon

A dance class starts the moment I enter the large hall of the Forest Lighthouse. “You have five minutes to arrive in this space,” says Paola. And then we begin.

At Plant a Flag, we start the week with coffee and… a stand-up. During this meeting, we each go over our three main goals for the week and schedule meetings or review moments.

This helps us avoid last-minute questions and protects our focus time as much as possible.

And that just happens to be the secret behind our best work.

“If all your competitors use a modern sans-serif font, we might dance with a touch of Times New Roman. If everyone goes for dark blue, we might jump to neon green.” – Els Gillisjans

Embrace tension

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In a dance studio where people move in all directions—bodies crossing, arms reaching up, legs stepping sharply, heads turning, jumping, rolling.
Now stand.
Still.

At the start of a project, we thoroughly research the market and your competitors so we can position your brand in a unique way.

Both strategically and visually. Your branding gives your company a face—a recognisable identity. It ensures you stand out. And we often achieve that by embracing contrast.

If all your competitors use a modern sans-serif font, we might choose Times New Roman. If everyone goes for dark blue, we might go for neon green.

The more tension, the more unique.

Know what you want to say before you step on stage

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“You have one minute to introduce yourself—through dance.” This exercise forces us to make a quick choice: which aspect of myself do I want to show? What do I want people to remember after one minute?

As an entrepreneur, you don’t have unlimited time to make a first impression. That’s why it’s essential to clearly define how you present your brand and what feeling you want to evoke.

At Plant a Flag, we’re here to help. We don’t just think along strategically—we translate your story into strong visuals, sharp copy, or smart code.

In short, we give your company or organization a stage.