Refreshing A Movement
CLIENT | ballet next
PROJECT TYPE | BRAND refresh
There is a fine line when working with a dance company, taking the branding and imagery too far can create a inauthentic feeling and the direct connection to the company is lost. Nothing is more beautiful than the extension of a ballerina. Nothing symbolizes tradition more than a pink satin point shoes. Messing with that insight is ludicrous. Ballet Next is a NYC based ballet company founded in 2011 by ABT principle dancer Michele Lee Wiles. This next stage of the dance company, we wanted to focus on the three main principles of the company: Always on Pointe / Small intimate shows / Live Music. One big factor in this refresh was the focus on lifestyle and culture on all social channels. Bulking up "day in the life" Instagram content, engaging patrons on-line and creating an integrated website to host all content were all necessary in this next phase of the company.
Photos By: Brook Pifer
Creative Direction
Taking the company in a more feminine and approachable direction with a desire so explore the coy side of the ballerinas sensuality. Softer color palettes were selected as were more editorial typefaces to support this transition.
Content Creation
Capturing the creation of the dance rather than the final product was the foundation of our evolution. Photographing rehearsals and daily life of all the dancers & generating video vignettes were all captured IRT.
Marketing Strategy
Our desire was to embrace our growing social community/ influencers. We focused our cultural content creation to adapt to a real-time, social legibility and generated social based events to celebrate dance in real-time.
