Louisville Ballet 25/26 Season: Brand and Campaign

Louisville Ballet, the fifth oldest ballet company in the country, is a staple in the Louisville Arts community. However, like many fine arts organizations, the company has been working hard to rebuild from the restrictions of Covid and the volatile seasons that followed. Their 74th Season was meant to help position them well for the milestone season to follow next year.

Campaign Identity & Design Media Planning & Execution

Four ballet posters are displayed in a row on a building wall behind a tree. A white car is blurred as it drives past, and a parked orange car is partially visible. The posters promote shows like Dracula, The Nutcracker, and Swan Lake.

The Challenge

Post-Pandemic Performing Arts

Several years after the pandemic performing arts organizations across the country were still trying to find their bearings. Audiences were ready to return to their “normal” lives, however they had become more sparing with how and where they spent their time and money–and Ballet companies everywhere were seeing sharp declines in their membership packages.

A man dressed as Dracula leans in to bite a womans neck as she tilts her head back, eyes closed. Both wear period costumes with red accents. Text promotes Dracula at The Brown Theatre, October 10-11, by the Louisville Ballet.

Two ballet dancers in costume pose gracefully against a blue, starry background. The male dancer wears a silver and black uniform, while the female dancer wears a white dress. Text promotes The Brown-Forman Nutcracker by Louisville Ballet.

A female dancer poses gracefully in a pink sports bra, mauve shorts, and white shirt against a brown background. Text reads “Choreographers’ Showcase, March 20-29, Louisville Ballet Studios. Expect the Unexpected.”.

A ballerina in a white costume leans against a male dancer in a dark costume. Text reads: Swan Lake. February 27-28 | The Brown Theatre. Experience a love to die for. Purchase tickets at louisvilleballet.org.

The Approach

Highlighting the Unique

Researching other companies’ data, as well as broader trends across performing arts, we honed in on new strategies for the Louisville Ballet. Previous seasons had focused on selling season subscriptions, but for 2025 we pivoted our focus to recognizable individual shows and driving new attendees, rather than just returning members. The visual identity for the season is centered around dramatic theatrical imagery, drawing audiences in with a unique look and feel for each production. Each design highlights the unique personality and tone of the production, while maintaining a consistent layout structure to ensure there is always a strong connection between the shows and the overarching theme for the season.

A billboard for Louisville Ballet’s Dracula shows a man in a red cape holding a woman in white with her head tilted back. Text reads: “DRACULA. Tickets at LOUISVILLEBALLET.ORG” against a dark background.

A person holds a smartphone displaying an Instagram post about the Louisville Ballet Choreographers’ Showcase, featuring a dancer in a pose and event details on a brown background.

A laptop displays a website for the ballet Swan Lake, showing an image of a ballerina in a white tutu performing on stage, along with event details for a performance at The Brown Theatre.

The Results

Record Setting Sales

The season’s media plan delivered significant impressions throughout the life of the campaign, capturing the attention of many new potential attendees, and exceeded many of its initial goals:

Audience capacity increased from 50% to 80%
13 sold out performances throughout the season
Ticket sales over $300,000, 27% above season goal