Northern Ballet is an ambitious touring company based in Leeds which has gained an enviable reputation as the UK's number one narrative dance company. Under the creative Artistic Direction of David Nixon, the company has reached an exciting point in its development. In September 2010 they moved into a state of the art building in the cultural quarter of Leeds.
To coincide with this, they created a new brand idea of ‘we shake, we stir, we love, we move’. This concept and brand platform formed the basis of a particularly exciting design brief. Not only did the work need to reflect the idea, look modern, fresh and appealing to new audiences, but it had to also retain its current
Although photography is a large component of their brand toolkit, they had difficulties in creating consistent lead images which would immediately identify any communication as unmistakably Northern Ballet. We collaborated with photographer Jason Tozer and art directed a dynamic but consistent solution that was flexible enough to work for every new production. It has proved enormously popular with the company and
The brand toolkit included: logotype, bespoke image style, colour palette and typeface. SPY designed all of the collateral, such as launch packs, posters, booklets, ads, merchandise, signage and the website.