The purpose of this thesis is visual identity renewal of dancing school Plesno Mesto. I see visual identity design as a process related to environment. It is evolving parallel to cultural, social and technological contexts. Today's world is extremely fast-changing and fast-living. We are accepting new ways of communication and connectivity, with technology having an encreasing effect on our lives. We are far more connected than ever before, sharing our ideas through the internet, getting to know people on social media, shopping online, everything within just a few clicks. But what does this connectivity and flexibility has to do with brands? How does visual identity design help brands to become alive?