Cases Scottish Ballet. Exceptional entertainment
Scottish Ballet is Scotland's national dance company. Scottish Ballet presents a broad repertoire, from classical ballet to contemporary dance, to audiences across Scotland, the UK and abroad.
More than 60% of our audiences don’t become repeat attenders. How do we get more returning visitors without losing our artistic signature?
Artistically, Scottish Ballet wants to improve, to experiment and to surpass any artistic boundary. But they also want to connect to a somewhat broader audience. Research proved that audiences had very little understanding of Scottish Ballet as a brand and where in need of a narrative.
We defined a new brand essence - Exceptional Entertainment – to marry artistic excellence with the need to entertain audiences. The new logo conveys the movement and energy of dance as well as the light, fleeting moment of it all. To create recognition, the word mark is always used at a large size. In that way, we boost brand awareness and cross sell.
At centre stage of the identity stands a dynamic grid that represents the stage and discipline of the ballet. This ‘flexible grid’ creates a consistent design language that provides a point of continuity across all means. The posters always stage a prop and a dancer. Together they tell the story. A little bit over the top with a kind of weirdness, to trigger attention and interest.
A wide variety of means: posters, booklets, animated logo’s, a sound logo and a re-developed website. But above all a brand that reflects the personality of Scottish Ballet: adventurous, spirited and empathetic. Distinctive and recognizable but non-pretentious.