The Hong Kong Ballet sought to update its brand identity to better reflect its accomplishments and status as one of Asia's premier ballet companies. Research found the company was perceived as domestically focused compared to international peers. The new branding strategy aims to position the company as ambitious, entertaining, and never standing still. It launched in 2015 with the goal of changing perceptions and supporting the company's position as a leading ballet organization in Asia.

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. 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.
.
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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.
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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.
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5. RESEARCH / MARKET FORCES
There are strong foundations
talented
management and
artistic teams
sound
commercial
position
STABLE
and cohesive
board
acclaimed
products
quality
dancers
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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
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8. 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.
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9. 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.
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10. 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.
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