The objective for the new Artistic Director, Bruce Simpson, was to better connect the Louisville Ballet to its community. The previous identity and personality of the ballet was stuffy, pretentious and unapproachable for a blue collar working class community of Louisville Kentucky.
This new logo was inspired by the Ohio River. Creating a mark that symbolizes inspiration, creativity, and community.
In addition to a new logo, the Louisville Ballet needed a brochure for this season’s performance schedule. I directed photography in an afternoon at the dance studio shooting a wide range of supporting shots. We also happened across a unique effect when we back-lit the performance shots. The texture of the dance floor created a rich depth and approachable tone to the images.
The cover shot was staged to recreate the new logo with real dancers, with the help of the artistic director.
services include: Creative concept, branding, print design, photography art direction, retouching while working as ACD at Doe Anderson.