Based in Leeds, Northern Ballet has achieved an enviable reputation as the UK’s number one touring narrative dance company. To coincide with moving into a new, state of the art building we were tasked with developing a powerful and captivating brand. More+
Under the Artistic Direction of David Nixon (MBE), the company had reached an exciting point in its history. However, what was happening on the inside was not reflective on the outside and it was imperative to get a regular slot back at Sadler’s Wells, London.
‘We shake, we stir, we love, we move’, had been defined as the big idea for the company’s future and formed the basis of the creative output. It was vital to engage a younger audience group whilst retaining the existing ones.
We identified the difficulties they had in creating consistent lead images which could immediately be identified as Northern Ballet. These needed to encapsulate amazing stories and work much harder. Collaborating with photographer Jason Tozer we devised a dynamic solution that was flexible enough to work for every production whilst standing out from the crowd.
Alongside the brand toolkit of a new marque, colours, typefaces, images and graphic palettes, we designed a suite of new marketing and advertising materials alongside launch packs, posters, literature, merchandise, guidelines and the website. It has proved enormously popular with the company, audiences and yes, Cleopatra launched the brand at Sadler’s Wells to much aplomb.