THE CHALLENGE:
The identity needed to extend beyond individual productions while appealing to longtime patrons and a younger audience. The work had to respect one of the country’s most established cultural institutions while giving the merchandise a more contemporary, everyday relevance.
THE APPROACH:
Creative direction balanced institutional heritage with contemporary culture, combining archival references, refined typography, expressive illustration and lighter language such as Drama Since 1940. The system was designed to work across apparel, scarves and everyday objects while still feeling unmistakably connected to ABT.
THE OUTCOME:
The collection transformed merchandise into another expression of the American Ballet Theatre brand beyond the stage. The result felt prestigious but approachable, creating products audiences could collect, wear and live with long after the curtain closed.
Role
Creative Director
Agency
COMBO
* Merchandise Strategy
* Creative Direction
* Seasonal Collection
* Brand Extension
* Apparel Graphics
* Textile Design
* Product Concepts
* Typography
* Illustration
* Retail Design
* Production Oversight