Empower Dance Studio, a fixture in the downtown Durham community, reached out to Metzger for her storytelling prowess during their website redesign. Seeking a better way to communicate the passion and purpose behind the creation of and every subsequent decision made at Empower, studio owner Nicole Oxendine worked with Metzger to outline an inventory of her needs and a timeline fitting with her website’s relaunch.

With a quick turnaround, Metzger and her team completed a re-telling of the studio’s story in multiple formats, from the elevator pitch blurb to a fuller treatment of the mission that underpins all Empower does. The same treatment was given to the biographies of all Empower staff, writing to focus less on the specifics of their CV and more on the motivation behind sharing their love of dance – writing to tell their story. 

Materials also included an overview of the Empower team’s core values and a description of the studio geared toward children, a tool to help them understand what is so apparent about Empower – that it is so much more than just a dance studio. Empower is a community.

To ensure that the essence of all Empower is came across in the new copy, this project culminated with a complete website audit to ensure consistency of messaging across pages.