In the summer of 2022, facing a budget constraint for a dancer photoshoot, I proposed a creative solution to use existing images of 19 principal dancers and transform them into dynamic illustrations used for the 2023 Season Guide and SF Ballet Shop merchandise. The resulting illustrations were a hit with SF Ballet leadership team and patrons, boosting merchandise sales and exceeding financial goals for the SF Ballet Shop.

Project
San Francisco Ballet
2023 Dancer Artwork

Role
Lead Designer

Skills
Photoshop Illustrations
Graphic Design

Team
Photographer: Erik Tomasson
Additional Design:
Desirée Sapphire

Project Duration
5 Months

In 2022, the SF Ballet faced a challenge when they had no budget for a dancer photoshoot for their 2023 Season Guide. I proposed a creative solution, suggesting to use existing images of the 19 principal dancers and create individual artworks out of each out.

Working within the 2023 branding, I provided the art direction and, along with Desirée Sapphire, used Photoshop to transform each dancer image into a unique and dynamic illustration. These were then used for the 2023 Season Guide and on merchandise for the SFB Shop.

The principal dancer lookbook project was a resounding success, not only in terms of the final product but also in terms of its impact on the SF Ballet Shop's financial performance. The illustrations were a hit with SF Ballet patrons, resulting in increased merchandise sales and ultimately helping the SF Ballet Shop exceed its yearly financial goal. The project was praised by both the SF Ballet leadership team and patrons alike, solidifying its success and impact.

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