Summary
In 1946, a bombed-out ballet company drove trucks to the North-East after the war to share art with the nation. 75 years on, the UK’s most extensive touring programme is again taking ballet to places it’s never been before – creatively, emotionally, physically & digitally.
Challenge
Facing an £800,000 cut to the City council’s budget, Birmingham Royal Ballet needed to increase ticket sales, reduce reliance on subsidy, grow corporate funding and explore new revenue streams. Problem: a general perception in the arts world that BRB was in stasis, compounded by the lack of a clear identity. The arrival of global dance icon Carlos Acosta as Director provided an opportunity for a momentum shift.
Consultation
Leading the brand strategy aspect of an identity refresh, Dan gained the trust of people at every level in the Company. He ran interviews and Q&A sessions with all dancers, the orchestra, the board, fundraising and marketing departments, the CEO and Director. People remarked on how therapeutic they found the process.
Diagnosis
BRB had been operating as a closed secret for a dwindling audience. Dan’s advice: put yourselves out there, turn up the volume and bring ballet’s traditional image into the 21st century. In particular, reach out to the people of Birmingham, one of the youngest, most diverse audiences in the country (11% African and Caribbean).
Strategy
Ballet everywhere. Dan and his colleagues urged BRB, one of the world’s great touring ballets, to return to first principles: to reach out and touch people’s lives; to bring ballet to diverse audiences who’ve never engaged with it before, live and online, in Birmingham and beyond.
Expression
Bigger, bolder, braver, ballet. Dan’s design colleagues translated the irrepressible vitality of Carlos Acosta into graphic energy. The refresh is built around a bold wordmark applied across the full-width of applications. Ballet is represented in the style of a sports brand, accentuating athleticism.
Impact
Under Carlos Acosta, Birmingham Royal Ballet has enhanced its world-class reputation while becoming more surprising and unpredictable. Examples include the high profile launch of the Black Sabbath ballet and BRB2, an initiative recruiting the world’s best young ballet graduates into a performance programme.
Recognition
Shark Awards. Brand identity. Shortlisted. 2022.
Appreciation
“This is the result of an extensive consultation process with people from across the Company from every department – hundreds of voices listened to and heard. Bolder and brighter, it’s an identity that says ‘look out world, we’re coming for you’.” Caroline Miller OBE, Chief Executive Officer, Birmingham Royal Ballet.
Credits
Designer: Sam Pittman / Creative Director: Nick Finney / Clients: Paul James, Caroline Miller OBE, Carlos Acosta CBE / Client Manager: Tonje Holm.
