Hong Kong Ballet
Brand positioning, visual identity, campaign
How can a dance company reach a new audience?
Through design that leaps off the page
Despite being one of Asia’s finest ballet companies with a growing international reputation, Hong Kong Ballet was seen by its home crowd as something for the elite and domestically focused. The time was right to help the company excite and reach a new audience.
We developed a bold, contemporary brand strategy to support the new brand ambition, Never Standing Still, and worked to make the company more accessible by giving it a human face. Through flowing lines, vivid typography and dynamic live action portraits that shone a spotlight back on the most important people of all - the dancers - we captured the unique qualities of this very special company.