Working alongside Artistic Director Tamara Rojo, Stellar Elements, and the internal branding team, I helped develop and implement a refreshed visual identity for San Francisco Ballet’s first season under new artistic leadership. The flexible brand system unified every campaign touchpoint while supporting the organization’s most successful season to date.

Highest ticket revenue in San Francisco Ballet history

• Exceeded seasonal revenue goals

• 12% increase in media reach

• 30% increase in Instagram impressions

• 10,000+ new patrons

Role
Lead Brand Designer

Skills
Art Direction
Campaign Design
Visual Identity
Photography Post-Production

Team
Campaign: Stellar Elements
Photographers: RJ Muna &
Erik Tomasson
Photography Post-Production:
RJ Muna & Sky Alsgaard
Video Editing: Alexander Irwin
Brand Designer: Desirée Sapphire

THE CHALLENGE

San Francisco Ballet refreshed its brand for the first season under Artistic Director Tamara Rojo, creating a flexible identity system that could unify the season while laying the foundation for a future rebrand.

The goal was to establish a recognizable visual thread that honored the company’s legacy while allowing each performance to express its own unique identity.

BRAND SYSTEM

Rather than relying on a rigid template, the team developed a flexible visual system that could evolve across performances while maintaining a cohesive brand language. The system was designed to balance consistency with creative freedom, allowing each production to express its own identity while remaining unmistakably San Francisco Ballet.

CREATIVE CONCEPT

The guiding concept, Transcendence, celebrated ballet’s ability to move audiences beyond the ordinary. Rather than serving as a visual theme alone, it became the organizing principle for the photography, typography, color palette, and composition, creating a unified emotional experience across every campaign touchpoint.

CREATIVE IMPLEMENTATION

Working closely with Stellar Elements and the internal marketing team, I translated the campaign strategy into a cohesive brand system across every audience touchpoint.

My work included:

• Developing and expanding the brand guidelines.

• Establishing standards for typography, color, imagery, and production.

• Leading photography post-production and image compositing.

• Extending the visual system across advertising, email, print, environmental graphics, and patron communications.

• Creating performance-specific identities that remained unmistakably San Francisco Ballet.