PROCESS BOOK
PROCESS BOOK
PROBLEM > It has become a challenge to find boys in ballet to accompany girls to form the other half of the pas de deux. > Boys face a lot of teasing and the stigma that boys in ballet are too girly and aren’t athletes.
SOLUTION > Market ballet as an intense sport for men and create a place where ballet utilizes all of the assets that men bring to the sport.
AUDIENCE
> Young men ages 6-46 > Ballet novices and experts > Boys looking to try new sports
COMPETITION
BALLET MARKETING > Soft > Fluid > Light > Warm > Grace > Delicate
SPORTS MARKETING > Aggressive > Energetic > Intense > Movement > Fast > Explosive > Dynamic
MARKETING OBJECTIVES > how can you present ballet in a way that makes it a sport comparable to football, soccer, and baseball, hockey, etc? > must appeal to boys, but must also appeal to parents (the ones who sign them up) > how are sports shown visually and what emotion does that evoke?
1. CURSIVE COLOR fluid colorful
movement swift
2. ANTONYMS dynamic delicate
>d otted lines when learning cursive show you where the line goes > l ine and stroke show movement of the body >u se of lines to show fluidity
THE
Ballet Institute FOR MEN
the
MEN’S BALLET ACADEMY The Dance Academy for Men
geometric angular
detailed graphic
linear flat
> geometric interpretation of ballet > opposite of fluid, soft > new interpretation/take on the traditional sport
The Ballet Academy of Arts for Men
BALLET ACADEMY FOR MEN THE MENS DANCE ACADEMY
3. FAST FORWARD rapid collage
swift opaque
photographic overlapping
>u sing photography to reinvent the way that ballet is typically shown >p hotos show speed and movement >c ontrast color with type with image
RESEARCH CLASS FEEDBACK >T he name The Ballet Academy for Men is working the best >W e like the concept of mood board #1 >T he middle logo from #2 is working really well > I magery from #3 is cool can you take your own photographs?
CONCLUSION >C ombine mood boards #1 and #3 >O rganize a photo shoot to get your own photos
THE
BALLET THEATRE FOR MEN
The Ballet Institute for Men
THE BALLET INSTITUTE FOR MEN
LOGO EXPLORATION
This one! It is dynamic and conveys the look and feel that a sports logo/team has.
the BALLET ACADEMY FOR MEN
THE BALLET ACADEMY FOR MEN
the BALLET ACADEMY FOR MEN
THE BALLET ACADEMY FOR MEN
THE
BALLET ACADEMY FOR MEN
THE
BALLET ACADEMY FOR MEN
THE BALLET ACADEMY FOR MEN
THE BALLET ACADEMY FOR MEN
The Ballet Academy for men
The Ballet Academy for men
THE BALLET ACADEMY FOR MEN
THE BALLET ACADEMY FOR MEN
TH E BAL LET ACADEMY FOR MEN
THE BALLET ACADEMY FOR MEN
The Ballet Academy for men
THE BALLET ACADEMY FOR MEN
The Ballet Academy for men
the ballet academy for men
DESIGN EXPLORATION
CLASS FEEDBACK >C an you show more movement or blur with the moving body? >T he blue type is hard to read, try something more simple >S tay away from the acronym “BAM,� reminiscent of the Brooklyn Academy of Music >T he type interwoven within the bodies seems a little over done
CONCLUSION >B ring back more of the essence of movement, like mood board #1
AD EXPLORATION
2
1
3
An athlete on the court, and in the studio.
FOR WHATEVER TYPE OF ATHLETE YOU ARE.
ON THE FIELD, & IN THE STUDIO. The Ballet Academy for men
The Ballet Academy for men
The Ballet Academy for men
1.
2.
3.
Photoshop ballet shoes onto athletes playing different sports in their respective arenas.
Show boys doing ballet while wearing sports gear.
Simulate a “flip-book” type of experience to show that boys can do ballet just as easily as they can play football, hockey, etc.
5
4
AN ATHLETE’S SPORT.
An athlete’s sport. The Ballet Academy for men
The Ballet Academy for men
4.
5.
6.
Put ballet sports gear in a grungy locker room area, showing that it is just as much a sport as other teams.
Close up shot of a man’s legs doing ballet, focusing on his muscles and strength.
Bus stop guerrilla advertising where men standing look like they have male ballerina legs.
FEEDBACK
FEEDBACK
This could be cool - try making a cleaner mock-up and work on the copy more.
This could be so funny! Maybe try other places to put the legs, like an ESPN sports desk.
PHOTO SHOOT
POSTER INSPO:
PHOTOGRAPHER: Allen Chiu (SU ‘16)
MODEL: Elias Eckhart (SU ‘14)
ART DIRECTOR: Hannah O’Connell
ELIAS INSPO:
ALLEN INSPO:
PHOTOS FROM ALLEN
AD REFINEMENT
CLASS FEEDBACK >T hese are working well! Work on your Photoshop skills and get the color photographs from your photographer. > I ’m not sure how successful the print ad is... do you even need it?
CONCLUSION >B ring back more of the essence of movement, like mood board #1
DESIGN REFINEMENT
Annual Gala, June 10 2016 Metropolitan Opera House
Annual Gala, June 10 2016 Metropolitan Opera House
Annual Gala, June 10 2016 Metropolitan Opera House
DANSEUR
Annual Gala, June 10 2016 Metropolitan Opera House
Annual Gala, June 10 2016 Metropolitan Opera House
Annual Gala, June 10 2016 Metropolitan Opera House
Poster options (3 looks/feels)
890 Broadway, 3rd Floor New York, NY 10003
ALLEN CHIU
OWNER, PRODUCER The Ballet Academy for Men 890 Broadway, 3rd Floor New York, NY 10003
ADAM JAMESON, Congratulations into your acceptance into the Ballet Academy for Men. You have surpassed a large number of highly skilled candidates as your skills and athleticism was put to the test against theirs. Your application was heavily studied by some of the best and most talented and famous dancers around the world and this letter signifies that you have won them over. This was not an easy task for this experienced panel of dancers, however your skills proved worthy of the excellence that the Ballet Academy for Men holds for itself. With this acceptance, you must now hold yourself to the high standards and honor code that we hold ourselves to here. We value honesty, work ethic, tenacity and respect for this studio, your colleagues, and this sport as a whole. You posses the strength, vigor, intensity, energy, finesse, elegance, and valor that we strive for here at the Ballet Academy for Men, and we could not be happier as you join us on this incredible journey. Again, congratulations from all of us here.
Best,
ALLEN CHIU
OWNER, PRODUCER The Ballet Academy for Men
Letterhead
JUNE 10, 2016 8:00 PM THE METROPOLITAN OPERA HOUSE presents
THE BALLET ACADEMY FOR MEN ORCH
S
3
DOORS OPEN AT 7:00 PM
BALLERINO JUNE 10, 2016 8:00 PM THE METROPOLITAN OPERA HOUSE presents
THE BALLET ACADEMY FOR MEN ORCH
S
3
DOORS OPEN AT 7:00 PM
Ticket options
DANZATORE
890 Broadway, 3rd Floor New York, NY 10003
890 Broadway, 3rd Floor New York, NY 10003
Hello, The Ballet Academy for Men is currently accepting applications for our fall dance academy session. Here at the Ballet Academy for Men, we only except the finest and most elite students who exemplify the tenacity, rigor, strength, finesse, energy, valor, and control that we hold true to our student. Apply today before our August 31, 2016 deadline at balletacademyformen.com/apply. We look forward to working with you. Best, The team at The Ballet Academy for Men
AN ATHLETE’S SPORT.
Post card options
890 Broadway, 3rd Floor New York, NY 10003
Business card options
FEEDBACK FROM MICHELE > This is exactly what you would expect a boys ballet academy to look like. > This is predictable. Your job as a designer is to be unpredictable, don’t do something safe. > You’re doing exactly what they want you to do for a ballet studio. > Bring back the intensity, bring back the sport, do something vivid, something dynamic, something bold, something loud.
CONCLUSION > Time to re-do everything.
DESIGN REVAMP
balley academy for men: REVAMP
bold loud strong powerful tough fierce
NEW PLAN >U se this mood board as guidance to recreate the branding for The Ballet Academy for Men. >P ush the boundaries. Explore experimental design.
DESIGN EXPLORATION (R2)
FEEDBACK
FEEDBACK
> Be careful of not losing too much of the body’s form and precision with the glitch effect.
> I feel like this has been done before - see what you can do to push this further to better convey your mood.
> This seems to capture your mood, try working with a crop.
FEEDBACK
FEEDBACK
> It’s cool to see the specifics of the figure’s movement. > I like that we can see the body very clearly but maybe use less lines and more angles.
>T his doesn’t seem like an effective or appropriate use of the neon.
> Check out the graphics from the TV show Sports Science.
PHOTO MANIPULATION
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