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Never Standing Still - the Hong Kong ballet rebrands

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Text of Never Standing Still - the Hong Kong ballet rebrands

  • hong kong ballet

    Raising the bar for Hong Kong Ballet

    transform awards: asia-pacificBest visual identity from a charity / nGo non-profit

    (sector cateGory)

    Paul tam, executive director

    merchantcantos / Brunswick

  • proJect summarY

    Background

    - since its inception in 1979, hong kong Ballet has grown and developed to become one of asias premier classical ballet companies recognised for its creativity, talent and artistry.

    - Hong Kong Ballet has a very strong and diverse repertoire and dancers representing over 11 nationalities from Asia, Europe and North America.

    .

    2 MerchantCantos 2015

  • proJect summarY

    chaLLenge

    -hong kong Ballet was perceived as a domestically focussed, relatively weaker company compared to international counterparts, a perception that needed to be changed given all the companys recent accomplishments.

    - Over the last 5 years, under strong new leadership including artistic director Madeleine Onne, the focus has shifted to internationalism, innovation and technical and artistic leadership.

    - The time was right to take stock and bring the brand identity in line with the reality of the company today, while also putting a marker in the sand regarding future ambitions - changing perception about the ballet company and making it more accessible to the general public.

    3 MerchantCantos 2015

  • proJect summarY

    strategY

    The first step in developing the brand strategy was to conduct a brand audit of perceptions with key stakeholders: the board, management, staff members, government (who provide the majority of funding), arts media (both local and international), as well as sampling a broad range of perception across the general public.

    4 MerchantCantos 2015

  • research / market forces

    There are strong foundations

    taLentedmanagement and

    artistic teams

    soundcommercial

    position

    staBLeand cohesive

    board

    accLaimedproducts

    quaLitYdancers

    5 MerchantCantos 2015

  • research / market forces

    But challenges to culture development exist

    Reliance on Government subvention

    Low appreciation

    and visibility in Hong Kong

    A small and conservative home market

    lack of physical

    home

    Limited resources

    Separation from Hong Kong arts

    community

    Profile of key talent

    (the dancers) remains low

    6 MerchantCantos 2015

  • proJect summarY

    1. Vision To be the pre-eminent Ballet Company, treasured in Hong Kong and lauded abroad for ambitious productions, vibrancy and glamour.

    2. mission Produce a repertoire that is exciting and reflective of the citys heritage and

    energy Heighten visibility within Hong Kong and overseas Foster partnerships with other creative practitioners and organisations Connect with audiences and the community at large Nurture talent and create stars

    3. promiseWith talented artists and an ambitious body of work, Hong Kong Ballet is committed to deliver an encapsulating experience that delights and inspires all audiences.

    4. personalityEnergetic, Creative, Ambitious, Entertaining, Glamorous, Inspiring, Accessible.

    8 MerchantCantos 2015

  • proJect summarY

    From the above we developed a very strong and clear brand strategy with the central internal organising thought entertaining new heights a brand of

    quality, for people, to inspire. The external expression of the new brand ambition is never standing still.

    Both signatures were created to reflect the vibrant and energetic city in which we reside and draw our inspiration.

    9 MerchantCantos 2015

  • Brand identitY sYstem

    resuLts

    with great expectation, the new brand and identity was launched in august 2015 at the season opening of pinocchio at the cultural centre. The new brand identity has begun to capture and close the gap between perception and reality helping Hong Kong Ballet to reflect their challenger brand status as well as support their position as Asias foremost professional ballet company.

    10 MerchantCantos 2015

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    Standfirst Serif

    the VisuaL theme

    11 MerchantCantos 2015

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    Standfirst Serif

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    21 MerchantCantos 2015

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    22 MerchantCantos 2015

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    25 MerchantCantos 2015

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    Standfirst Serif

    26 MerchantCantos 2015

    https://www.youtube.com/watch?v=AVoMAw4ztjY

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