The Royal Academy of Dance

Prospectus 2022/23

Attracting the best candidates by taking student recruitment online

Established in 1920, the Royal Academy of Dance (RAD) is one of the world’s leading dance education and training organisations, with members in more than 80 countries. In 2021, we were invited to evaluate how the RAD approaches potential students, and to consider how its prospectus could more effectively engage a Gen Z audience of discerning and environmentally aware digital natives.

As the first truly digital generation, Gen Z approaches and absorbs data in an unprecedented variety of ways.

With environmental sustainability and the ability to make meaningful connections being central to the Gen Z agenda, we advised the RAD to make a break from the past and replace its annual printed prospectus with a mobile-first, standalone recruitment website. This would not only reduce the RAD’s carbon footprint, but would also deliver a wealth of essential information in an accessible and responsive format. 

The project began with an extensive planning stage, looking at key user journeys from the viewpoint of a potential RAD student. Work on the site’s functionality took place alongside the development of a visual theme inspired by the RAD’s imminent move to a new campus, which has buildings that feature floor-to-ceiling windows providing ample natural light and allowing people to see into the heart of the organisation. This spirit of transparency is reflected in ethereal photography and subtle typography that convey the unique atmosphere of the new campus. We continued the theme into the interactivity of the site itself, with smooth transitions between pages and sections of information fading in gracefully. 

Looking to the future, we ensured at the planning stage that the website can be easily updated, more online content can be introduced each year, and a programme is in place to add features and functionality over time.

You can check out the new website at

“It was a pleasure to work with Hudson Fuggle on our new online prospectus. They understand what our students are looking for and have helped us to ensure that our proposition meets the expectations of today’s audience.”

Suzie Lorimer, Head of Business Management