Workshop with Merchant Cantos (London based studio behind the original HK Ballet identity).
Brief: In groups of 3 design your version of HK Ballet identity.
We were provided with pages of research explaining what HKB was aiming to achieve through its new identity.
Some of the insights included:
distinctly Hong Kong, attract new (young) audience, raise the profile of dancers, be dynamic, ever changing, express motion.
We decided to include Chinese heritage whilst exploring the calligraphy as well as the city skyline to make the identity distinctly HK. Wanting to appeal to younger audience we designed a logo with an animated brush stroke which brings motion to the city inspired capitals HK.