Carlos Acosta is a global dance icon. His vision for Birmingham Royal Ballet is to make world class classical ballet exciting, relevant and accessible everywhere. NB responded with a new brand strategy and identity that translated the irrepressible vitality of Carlos Acosta into graphic energy.

[Branding] [Strategy] [Motion]

Ballet everywhere
Speaking candidly with NB, Carlos said, “There’s not a lot of ‘incredible’ around right now.” He wanted Birmingham Royal Ballet to become the most talked about and respected ballet company in the world. We said, relegate the crest, be proud of your home, challenge mediocrity.

Turning up the volume
The refresh is built around a distinctive type architecture that commands attention with a bold wordmark applied across the full-width of applications. Full-body imagery of dancers against coloured backdrops celebrates their athleticism in the manner of sports.

Unmissable
NB helped to bring clarity to Birmingham Royal Ballet’s strategic ambitions. Now, the original touring ballet is taking ballet places it’s never been before – geographically, creatively, physically, emotionally and digitally.

“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’.”