What happens when creative forces from different artistic disciplines come together in the name of their craft? Beauty grows exponentially.
That’s exactly what happened when we recently undertook a branding project to promote the Pennsylvania Ballet’s 2016-17 season.
After initial consultations with the Ballet’s artistic and marketing teams, we embarked on a multi-faceted project that began with creating a renewal brochure suite for returning Ballet subscribers and attendees — including the new concept, design, and copy for a tri-fold printed mailer and companion materials.
Immediately afterward, we got to work creating a larger acquisition brochure suite aimed at attracting prospective new subscribers and attendees. Because we wanted to truly bring the new season’s vision to life and present it in a fresh and innovative way for those who may have never attended in the past, we proposed the idea of photographing select scenes from upcoming performances within the setting of the widely revered Philadelphia Museum of Art.
Our initial inspiration came from the Ballet’s planned production of the classic Cinderella fairytale and the princess’s iconic midnight staircase scene — a perfect fit for the Museum’s instantly recognizable Grand Staircase. This idea was readily embraced by the client.
“This was a special opportunity for us to reimagine the interplay of the dancers in iconic works like Cinderella and George Balanchine’s The Nutcracker®, as well as some entirely new cutting-edge pieces,” says David Wolf, Eastern Standard Partner and Creative Director. “We were so pleased that everyone involved shared in the vision for this project, and we think the results speak for themselves.”
Using a crossover branding approach, the collection of commissioned images was later applied to a series of templates and studies for billboards, print and digital advertisements, and program covers that the client could use to produce in-house to promote the season ahead.