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hong kong ballet
Raising the bar for Hong Kong Ballet
transform awards: asia-pacificBest visual identity from a charity / nGo non-profit
(sector cateGory)
Paul tam, executive director
merchantcantos / Brunswick
proJect summarY
Background
- since its inception in 1979, hong kong Ballet has grown and developed to become one of asia’s premier classical ballet companies recognised for its creativity, talent and artistry.
- 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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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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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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research / market forces
There are strong foundations
taLentedmanagement and
artistic teams
soundcommercial
position
staBLeand cohesive
board
accLaimedproducts
quaLitYdancers
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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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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. promiseWith 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. personalityEnergetic, Creative, Ambitious, Entertaining, Glamorous, Inspiring, Accessible.
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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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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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