2009 – Rebranding Our First Ballet Company

Boston Ballet

With a long love of dance and a huge heart for celebrating the performing arts in Boston we embraced the opportunity to relaunch the Boston Ballet brand in sync with it’s new home at the Opera House in 2009. With Artistic Director Mikko Nissinen injecting the company with new energy, creative freedom and an eye on firmly securing a place on the world’s stage for Boston Ballet, the time was right to set this pivotal work into motion.

As always, Korn Design took a deep and holistic approach to unearthing the big story behind this incredible institution. The main move here for us was to break down ALL that Boston Ballet stands for into three aspects: On The Stage, In the Studio, and In the Community and most importantly to make “ballet” as an artform more accessible to everyone.

The new brand itself gave the company a freshly minted and sophisticated look and feel to best reflect it’s true DNA. Intentionally not static, eternally in motion, the typography was crafted with a precise balance and tension, as the dancers achieve in body and soul.

We celebrated the launch of the new brand by bringing together Boston Ballet with then reknowned Boston-based urban street-wear company Karmaloop to host a fashion-show and party at the recently opened Liberty Hotel. As part of our “Rethink Ballet” campaign, this was a pivotal moment in the company’s history and for Boston as well. Sexy, fresh, accessible and relevant, Mikko had reset the stage for Boston Ballet.

Ticket sales immediately rose and the demographics of the audience grew to attract younger and more diverse ballet-lovers.

In 2013, Boston Ballet celebrated its 50th anniversary with a triumphant performance of its annual “Night of Stars”gala, drawing a crowd of 55,000 to a free performance in the Boston Common.

“The Boston Ballet has begun to create what all the world’s ballet companies are desperately after today: an identity.”
Boston Magazine

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Discover the power of a brave new brand.