LOUISVILLE BALLET
Season of Romance + Etoile
PROBLEM
As one of the nation’s most respected ballet companies, the Louisville Ballet sought a season brand that would captivate audiences and elevate the experience beyond the stage. For the 2018-2019 Season of Romance, the goal was to create a cohesive visual identity that celebrated ballet’s ability to convey love, passion, and storytelling through movement. The challenge was not only to design a striking and immersive season aesthetic but also to strengthen audience engagement, break down barriers to accessibility, and drive ticket sales.
SOLUTION
During this time, I had the opportunity to lead the creative vision for the Season of Romance, crafting a brand identity that embodied the magic, wonder, and emotion of ballet. Every touchpoint—from marketing materials and event branding to photoshoot art direction and logo development—was thoughtfully designed to transport audiences into the world of dance. A signature light flare illustration became the visual centerpiece, symbolizing the ethereal beauty and fleeting moments of performance.
Beyond the season branding, I also concepted, designed, and launched Étoile, an audience publication aimed at deepening the connection between viewers and the ballet. Étoile pulled back the curtain on the art, effort, and storytelling behind each production while providing a platform for dancers and choreographers to share their voices. It also served as a strategic revenue stream, offering advertising opportunities for local businesses.
The Season of Romance branding resonated deeply with audiences, contributing to record-breaking ticket sales and reinforcing Louisville Ballet’s role as a cultural touchstone—one that welcomes and inspires both longtime patrons and new audiences alike.