BALLET
TRAINING CENTER

Expanding Dance Possiblities

Client Summary

The Academy of Ballet Arts is a dance and performing studio located in Murrieta, California. After years with the same logo, they decided that it was time for an enhanced brand mark that matched the quality of services they provide, and supported their institutional model.

The organization brought in The Branding Hive in 2016 to create a unique brand mark in the efforts of establishing the core focus of ballet dance in relation to the techniques of the academy.

Industry

Entertainment

Services Offered

Update Brand ID

Industry Landscape

The basis of the majority of dance styles is ballet. Whatever you learn in ballet relates to principles you may use for other dance genres. Crucial characteristics presented in the majority of dance genres are alignment and musicality.

Ballet is a graceful, calming, and light dance. Despite having its roots in France, ballet began in Italy. Its gestures share some similarities with sacrificial dances performed in ancient Egypt. It also features stunning clothing and set design, along with a sort of classical music accompaniment.

According to "Industry Research" Europe is the largest market, with a share of about 55%, followed by North America, and Asia Pacific, both have a share of about 38 percent.

Challenge:

Create a brand ID diverse enough to communicate all dance target segments
The artwork had to be fluid and full of motion
The artwork must have the ability to be used on different digital channels and print mediums

Process:

Conduct research
Amplify competitive advantage
Create a unique identity that communicates the passion for the craft

Solution:

After months of planning, we decided to create a brand mark with flexibility, energy, and emotion in mind. We created a brand mark that could integrate with marketing visuals such as photographs, social media, and products such as t-shirts, dance bags, hats, and water bottles, to name a few.

Primary Mark

Color Palette

Brand Architecture

RESULTS:

The new brand mark is being used in investor and public communications, including print collateral, website, and exhibitions to help increase membership, and encourage investor funding.