PORT TOWNSEND BALLET
Brand identity for a nonprofit ballet studio.
OVERVIEW
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Role: Freelance designer
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Date: Summer 2019
RESPONSIBILITIES
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Concept sketching
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Vector logo creation
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Color palette development
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Brand guide creation
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Marketing asset design
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Client presentations
SOFTWARE
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Illustrator
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Indesign
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Photoshop
THE CHALLENGE
Port Townsend Ballet (PTB) was a new dance studio located in Port Townsend, WA looking to position itself as the go-to technical ballet school of the city. Since there were already dance studios in the area geared towards young children, PTB wanted to communicate that their studio was for dancers of all ages looking to gain a strong foundation in classical ballet technique. They needed a brand that conveyed discipline, creative artistry, maturity and technical excellence. Additionally, they wanted the brand to be loosely inspired by the area they are located, between the Salish Sea and Puget Sound of the Pacific Northwest.
BRAND GUIDE
MARKETING PIECES
THE SOLUTION
After researching the local competitors and gathering inspiration, several ideas were sketched and four were presented. The client chose the concept that depicted a ribbon gracefully folding into the shape of a pointe shoe and forming the letter P. It was paired with a sharp, condensed serif font to add a serious tone. The end result was a logo that felt both graceful and strong.
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The color palette options were inspired by the sea, the weather, and the architecture of the city. The end result was a rich burgundy and navy palette to represent the many red roofed buildings in the area and the water surrounding the city. The burgundy added boldness and energy into the logomark and the navy was used as the primary supporting color, with muted gold, pale pink and charcoal supporting colors.
SKETCH OPTIONS
BLACK & WHITE LOGO DESIGN
COLOR OPTIONS
PROCESS
1. Client discovery
2. Research
3. Logo concepts/sketches
4. B/W vector logo creation
5. Color palette development
6. Brand guide creation
7. Marketing asset design
ROLE
This was a freelance design project completed in Summer 2019.