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Never Standing Still - the Hong Kong ballet rebrands


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A presentation from Paul Tam, executive director of Hong Kong Ballet.

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Never Standing Still - the Hong Kong ballet rebrands

  1. 1. hong kong ballet Raising the bar for Hong Kong Ballet transform awards: asia-pacific Best visual identity from a charity / NGO non-profit (Sector category) Paul Tam, executive director merchantcantos / Brunswick
  2. 2. PROJECT SUMMARY background -Sinceitsinceptionin1979,HongKongBallethasgrownand developedtobecomeoneofAsia’spremierclassicalballetcompanies recognisedforitscreativity,talentandartistry. - 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
  3. 3. 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 company’s 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
  4. 4. 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
  5. 5. RESEARCH / MARKET FORCES There are strong foundations talented management and artistic teams sound commercial position STABLE and cohesive board acclaimed products quality dancers 5© MerchantCantos 2015
  6. 6. 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
  7. 7. 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 city’s 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. Promise With 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. Personality Energetic, Creative, Ambitious, Entertaining, Glamorous, Inspiring, Accessible. 8© MerchantCantos 2015
  8. 8. 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
  9. 9. 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 Asia’s foremost professional ballet company. 10© MerchantCantos 2015
  10. 10. Page Heading Standfirst Serif THE VISUAL THEME 11© MerchantCantos 2015
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