AMERICAN BALLET THEATRE REBRAND DESIGN PROCESS
THE PROBLEM
KRISTEN MORICI / DESIGN PROCESS
Ballerina’s and their training are often overlooked for all their hard work and athleticism. Although a huge part of NYC culture, the history of dance within the city is sometimes forgotten. Their brand is lacking substance and consistency.
CURRENT ABT BRAND
KRISTEN MORICI / DESIGN PROCESS
OBJECTIVE
KRISTEN MORICI / DESIGN PROCESS
Create a new look and brand to show the hard work of the dancers and passion of company for the past 75 years.
GOALS OF REBRAND
KRISTEN MORICI / DESIGN PROCESS
- Show athleticism behind dance - Give ABT a more modern look - Show history of Ballet in NYC
LOGO STUDY
KRISTEN MORICI / DESIGN PROCESS
l o g o must sh ow: movement / elegance/ modern look
KRISTEN MORICI / DESIGN PROCESS
PHOTOGRAPHY
KRISTEN MORICI / DESIGN PROCESS
clean / sophisticated / versatile
KRISTEN MORICI / DESIGN PROCESS
SWIPES
KRISTEN MORICI / DESIGN PROCESS
Collected images for three different design directions to determine a visual look, feel and inspiration.
DIRECTION #1 modern mix DIRECTION #2 the image of type DIRECTION #3 layered history
D I R ECT I O N #1 MODERN MIX
mood: modern emotion: minimal type: serif/sans serif color /pattern: duo-tone photo / illo: photos
KRISTEN MORICI / DESIGN PROCESS
D I R ECT I O N #1 MODERN MIX
Updating the brand by using bright blocks of color. Highlighting the dancers and their versatility through the posters.
KRISTEN MORICI / DESIGN PROCESS
american ballet
theatr e
american ballet
theatr e
american ballet
PERFORMANCES DANCERS
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EDUCATION & TRAINING INSIDE ABT
TH
ANNIVERSARY CELEBRATION
american ballet theatre
theatr e
D I R ECT I O N #2 THE IMAGE OF TYPE
mood: graceful emotion: elegant type: serif color / pattern: muted photo / illo: photos + graphic
KRISTEN MORICI / DESIGN PROCESS
D I R ECT I O N #2 THE IMAGE OF TYPE
Highlighting the dancers and the words that describe them and their talent. Demonstrating movement through the weaving of type.
KRISTEN MORICI / DESIGN PROCESS
AME ICAN BA LET THE TRE
AME
ICAN BA LET THE TRE
( IxD )
D I R ECT I O N #3 LAYERED HISTORY
mood: intense emotion: dynamic type: serif color / pattern: saturated pastels photo / illo: layered photos
KRISTEN MORICI / DESIGN PROCESS
D I R ECT I O N #3 LAYERED HISTORY
Showing the significance of the ABT and the dancers within the history of New Yor k City by combining the images into one.
KRISTEN MORICI / DESIGN PROCESS
PERFORMANCES DANCERS EDUCATION & TRAINING INSIDE ABT
PICK A DIRECTION
KRISTEN MORICI / DESIGN PROCESS
Design upon direction chosen with changes and feedback given by class.
DIRECTION #2 + POP OF COLOR + DIRECTION #1 LOGO
CELEBRATE 75 YEARS OF STYLE
Anniversary Gala. May, 15th 2015 Metropolitan Opera House
CELEBRATE 75 YEARS OF POISE
Anniversary Gala. May, 15th 2015 Metropolitan Opera House
CELEBRATE 75 YEARS OF POWER
Anniversary Gala. May, 15th 2015 Metropolitan Opera House
CELEBRATE 75 YEARS OF GRACE
Anniversary Gala. May, 15th 2015 Metropolitan Opera House
KRISTEN MORICI / DESIGN PROCESS
CELEBRATE 75 YEARS OF BEAUTY
Anniversary Gala. May, 15th 2015 Metropolitan Opera House
KRISTEN MORICI / DESIGN PROCESS
dancers PRINCIPAL
CORPE DE BALLET
MAGARET SICILIANO
american ballet theatre
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MARGARET SICILIANO
performances Margaret Siciliano is a member of American Ballet Theatre as a principal dancer. She was born in Dennis, Massachusetts, and began her dance
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training at the age of six at the Mid-Cape Ballet Academy. She later studied at the Boston Ballet School, before taking a summer course at the School of American Ballet, the official school of American Ballet Theatre during the summer of 2003. She enrolled as a full-time student at SAB from 2003 to 2008. Ms. Siliciano became an apprentice with ABT in June 2008 and became a principal dancer in September 2009.
peformances Theme & Variations Giselle
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ROMEO & JULIET 12 PM
ROMEO & JULIET 12 PM
GISELLE 8 PM
GISELLE 8 PM
GISELLE 8 PM
ROMEO & JULIET
12 PM / buy tickets GISELLE
@MSiciliano_ABT
8 PM / buy tickets
@MSiciliano_ABT Margaret’s most recent performance in Theme & Variations
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ROMEO & JULIET 12 PM
GISELLE 8 PM
Metropolitan Opera House, New York, NY
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ROMEO & JULIET 12 PM
GISELLE 8 PM
Romeo & Juliet
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ROMEO & JULIET 12 PM
Swan Lake
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KRISTEN MORICI kristenmorici.com kristentmorici@gmail.com 518.727.0745