Redefining ballet for the modern age through brand and art direction.
The Miami City Ballet came to our Nativo team with an exciting provocation. How might we, not only develop a new brand identity for the world-class institution, but also catapult the antiquated, traditional world of ballet into the new modern age of dance—and forward into the future.
The Solution
A complete rebrand for the Miami City Ballet—leaving behind its dated Miami Art Deco aesthetic, and introducing a brave, simple logotype. The open nature of the brand mark allowed focus to fall on the real star of the show—powerful, adventurous program photography. Turning traditional “on-stage” ballet photography on its head, we developed a unique photography style, and art directed shoots for world-class ballets such as Serenade, Giselle and A Midsummer Nights’ Dream—which we shot with the dancers underwater. We also partnered with world-class choreographer, Justin Peck and artist Shepard Fairey on Heatscape a ballet marrying dance and street art.
My Role
As an Art Director on the project, my focus was designing and presenting brand mark and visual language concepts, and leading execution and application across assets. I partnered with my fellow Art Director and our photographer in developing the Ballet’s photography style and guiding photoshoots.
