H/W School of Ballet
Business Card Design,
Email Newsletter Design,
Unlike other ballet schools in the Calgary area (and across the country) the Hattori/Williamson School of Ballet was founded by retired professional dancers who understand what it truly takes to pursue a successful career in ballet. Yukichi Hattori, Galien Johnston-Hattori, and Tara Williamson-Campbell bring a collective 40+ years of professional dance experience to the students of Calgary looking to follow in their footsteps.
In an effort to position the Hattori/Williamson School of Ballet as a competitive force in the Calgary market, the project scope included comprehensive brand development, logo design, print materials, and a full interactive website.
Starting with a blank canvas, consistency of message and content was critical to pulling all print and digital materials together. The goal was to create print materials that surpassed expectations across all senses, including sight and touch. The brand elements bring a sense of reality and possibility, using clean, real-to-life imagery and gilded features with a combination of regal touches to add an elevated look and feel. The goal was to create materials that would meet and exceed the quality of work found in programs at feature presentations, as well as invoke emotions and experiences that would be hard to forget.
The majority of ballet schools have brochure sites that mimic and mirror their printed materials and guides. The goal of the H/W School of Ballet website is to create a fully interactive, living and breathing community that connects visitors to the school. Aside from being fully-responsive, with an easy-to-use CMS, the website needed to set a new standard for websites representing businesses in the creative and movement arts world. It had to catch the attention of current ballet dancers and their parents, educating visitors as to what should be expected from a ballet school and challenging the reputation of existing organizations in the local market. The ownership believe the ballet world, and teaching organizations especially, need to change and evolve to better serve those who want to pursue a career. The establishment of this school is their legacy beyond their careers to do this. One of the crowning achievements of the website design was the state-of-the-art cinemagraph showcasing the beauty and grace of the art of ballet. Depicting a scene from centre stage, moving smoke surrounding the ballerina captures ones attention and sets an emotional tone.
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