The Minnesota Ballet has certainly seen its fair share of challenges in the past few years. On the heels of the covid-19 pandemic, the organization halted all performances for two years. Even when they were able to perform again it was at a limited capacity to a restricted audience. With (hopefully) the worst behind us, the Minnesota Ballet was ready to breathe some new life into their branding and marketing materials.
After learning all about the organization, how they operated, what makes them unique, etc., we created countless concept sketches of how the Minnesota Ballet’s new brand could be represented visually. When testing out the strongest concepts, one rose to the top. Its elements captured the beautiful movement found in dance as well as a representation to the organization’s northland home. We built out the concept you see below to be flexible enough to be used on any placement or marketing materials the Ballet would need.
The color pallet we choose is inspired by traditional ballet, with a modern and fresh twist. The colors work together to create an inspiring, professional, and unified look. a strong gold and elegant copper are the primary brand colors, supplemented with the light and dark variations to create visual contrast and best match the application at hand.
We brought the new branding’s elegance and modernness to the organization’s logo, letterhead, business cards, signage, season booklet, brochure, performance posters, social media imagery, and website (more on that soon!) Despite each performance and placement being unique, you can see that the brand’s representation is strongly and consistently shown throughout.
More Arts Organizations?
If you love arts organization as much as we do, then you’re going to want to check out this sample of other branding and marketing materials we’ve created for a variety of arts organizations.