Corporate branding: English National Ballet

Capturing the passion of world class performance to reach new audiences

The brief

All generations love going to the ballet. It's a glamorous, romantic and classical night out, and the English National Ballet is one of the world's leading ballet companies, a fondly regarded national icon.

After 50 years it was time to refresh and reaffirm the brand. Capturing the passion, talent and intimacy of the performance is at the heart of the brand that is experienced through all media applications including underground posters, regional advertising and online. We were asked to review and refresh all internal and external elements of the brand and marketing channels and tools.

The solution

Invigorated by new ambitious artistic leadership, we have asserted the company's position as a brand leader and refreshed its marketing communications to reflect its status.

We have opened a window into the magical world of the ballet through the creation of beautifully backstage images, to reassert the English National Ballet in a highly competitive cultural marketplace. We've also created a message platform to engage a broad range of traditional and new audiences in then UK and overseas.

"We offered The Team the challenge - Create a new identity for English National Ballet. We seduced The Team into the magical world of ballet and they emerged with a distinct and creative look for us. For the first time, everything we produce offstage consistently reflects the creativity and allure of our work onstage. The whole company, from the dancers to the costume makers, has embraced the new identity with enthusiasm!"
Craig Hassall, Director, English National Ballet