The pandemic. It’s a challenge everyone faced for last few years, but the goals for the Hong Kong Ballet remained – maintain the HKB as an institution of national prestige, reach new audiences, and generate subscriptions. However, this proved challenging due to limitations and access to dancers, locations, and closures. This also meant the HKB season program was subject to change/cancel and we had a smaller budget to create bigger than before brand images.
Not knowing what was next in the pandemic we decided that NEXT should be the seasonal theme. Taking a Surrealist art approach, we developed visuals that would transport audiences to the most desirable places they wanted to be – outdoors and in fresh air. The HKB dancers float on sky-colored backgrounds interacting with nature, the future, and spaces that we only dream of being.
With constant open/closures due to Covid the season was successful. The visuals deliver delight and whimsy with an instantly recognizable look, and the HKB saw an increase in subscriptions and social media growth upwards of 15%. The campaign further elevated the HKB as a premiere cultural institution in Hong Kong, and as one of the most vital ballets in the world.
Entry Type: Series / Campaign Entry
Primary Role of the Designer: Designer as brand steward
Client Relationship: A retainer relationship
Intention of the Project: Introduction of a new product, service, or program
Development Budget: Pro bono
Production/Execution Budget: $5,001 - $10,000
Source of Funding: Other (if other, please explain) Pro-Bono creative and Production at cost.
Creative Director: Pum Lefebure; Sucha Becky; Mariela Hsu
Photographer: Dean Alexander
Other Credits: Jake Lefebure - Project Manager; Septime Webre - Artistic Director
HONG KONG BALLET
Illustration / Photography
Winner - 365: AIGA Year in Design (2022)
Title: HONG KONG BALLET
Design Firm/Agency: Design Army
Client Location: Hong Kong - HK
“This campaign elevates color to an extraordinary level of importance, allowing the imagery to puncture traditional expectations about ballet and drawing audiences in through its otherworldly atmosphere.”
Self-Identified Distinctions: Design for Good - Cultural Awareness