Project Kickoff Summary

Client Organization: Once Upon A Time, Inc. (OUAT)

Website: https://www.onceuponatimeinc.org/

1. The Heart of the Program

OUAT was established in the early 1980s, and it was more than just a program — it was a safe space to inspire the next generation. Built on a love for the arts and a deep belief in the values of hard work and creativity, it planted seeds of confidence, discipline, and joy in everyone it touched.

As the clients shared their story, it was clear this program isn’t just about dance or acting — it’s about shaping individuals into thriving, well-rounded humans. It’s about building a community.

Fast forward to today, they’re just as dedicated to the program’s mission as they were at its start. Unfortunately, in 2020, OUAT was about to shut down. The clients started working to bring it back, step by step. Now, they’re ready to take the next big steps to relaunch and reconnect with their community.

2. Their Vision for the Relaunch

OUAT's relaunch is filled with hope, resilience, and a clear vision. Over the next three months, they’re focused on reconnecting with their community and making this program a home for everyone who loves the arts and theatre.

Top Priorities:

1. A New Look(this is our main focus):
   • They’re looking for a refreshed identity that reflects their mission—starting with a logo that is simple, clean, and truly represents who they are.
   • So essentially, a fresh start online:

     • A one-stop shop website where students can easily sign up for classes, alumni can reconnect, and donors can make a difference.

       • For example, if they were to have a fundraiser they can easily direct donors to a CTA on our website where they can donate

     • They envision a clean, simple, and user-friendly website—something similar to GreenHouse, NJ, which they mentioned as a great example of what they’d like to achieve.

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       They strongly emphasized on their desire for a clean & minimalistic look as opposed to a cluttered page.

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     • They envision a clean, simple, and user-friendly website—something similar to GreenHouse, NJ, which they mentioned as a great example of what they’d like to achieve.

2. Listening to the Community:
   • They want to uncover what this community would truly like and enjoy today.
   • It would be nice if ballet, once the heartbeat of OUAT, returns, but they want to add new forms(like salsa) if it resonates now.
3. Bringing in Students:
   • Relaunching with an acting class and a dance class, they hope to welcome a new wave of learners and creators.
   • With each class, they aim to take steady steps toward reestablishing this program as a vital part of the community.