Staging a Brand Evolution

Background

As a cultural arts gem in one of America’s fastest-growing cities, Ballet Austin was in need of a classic, yet modern rebrand to align with evolving audiences and programming. The rebrand effort included the design and development of a vast array of consumer touchpoints including visual identity and marketing materials for performances, digital and printed collateral for multiple business units, and a robust website that facilities multiple transaction types.

Collaborators: Michael Thad Carter, Photographer; Julie Loignon, Copywriter; Robert Lin, Illustrator; Capital Printing, Printer

Highlights

Form & Function

A flexible suite of logos, color palettes and design elements, as well as versatile custom photography fluidly combined to generate fresh, unified digital and print collateral. The design team also had to be considerate of Ballet Austin’s broad demographic, ranging from children to older donors, and adjust design decisions accordingly to maintain broad appeal.

The extensive collection of collateral reinforced the Ballet Austin brand voice, and was strengthened further when paired with the modularly developed website. This modular system allowed departments to easily create and update website content while still adhering to the overall visual brand standards of the company.

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“Our team listened to Ballet Austin’s needs, which allowed us to offer the best solution while still being flexible enough to go back to the drawing board if needed. We were always unafraid and willing to go out of our design comfort zone in order to generate compelling new ideas.”

Chris Visit, Principal

Responsive Website Design for Ballet Company

Strength in Relationships

A Rewarding Journey

In our nearly decade long relationship with Ballet Austin, the design and development team built a connection with the Ballet Austin brand that was strengthened to the point where they were able to anticipate needs and provide an incomparable level of service. This involved shifting deadlines, accelerating turnaround of collateral, and adapting to quick changes, which all culminated in the cohesive appearance of the Ballet Austin brand both online and in public.