Louisville Ballet 70th Anniversary: Brand and Marketing

Louisville Ballet is one of the oldest ballet companies in the country and a staple in the Louisville Arts community. Their 70th Anniversary Season (2021-2022) presented a new opportunity to give audiences a reason to believe in their mission: making moving art that respects tradition, encourages innovation, and fosters life-long learning.

Brand Audit & Research Consumer Research Campaign Identity & Design Copywriting Media Planning & Execution

The Challenge

Reconnecting with both previous and new audiences

In 2020, when the world shut down, Louisville Ballet was forced to take their entire Season to a digital platform, much like other performing arts groups around the world. Their first time back on stage was an incredible opportunity to help drive new audiences to explore ballet as many people were starting to express a great interest to finally get out of their homes and try new things. Not only was Louisville Ballet poised to reengage their previous audiences, they were in a position to start finding new audiences in and around Louisville to introduce them to the art form.

An open magazine shows a Swan Lake ad. The left page has the title, Swan Lake, and event details on a dark background with water-like effects. The right page features a dancer posed inside a glowing, cone-shaped beam of light.

A person with arms raised stands in glowing green and purple light, surrounded by mist. Bold text reads “SWAN LAKE” with smaller text below: “LOVE OR LIFE. CHOOSE.” The image has a dreamy, ethereal feel.

The Approach

Celebrate the stage

This season was a celebration—a tribute to 70 remarkable years and the joyous return to the physical stage, where audiences could once again experience the art in its purest form. In collaboration with the Ballet’s team, Fieldtrip created the artwork for both the season and each individual performance. The season’s artwork was elegant in its simplicity, paying homage to the timeless beauty of classical ballet. The artwork for each performance is more intricate and dynamic, capturing the unique experience that awaited the audience at every show.

Thorough research supported a shift in audience perception and where to find new opportunities for growth. Consumers were antsy from 18 months, or more, of digital entertainment and lockdowns – and were ready to break out of what they knew and where they were comfortable. They were looking for confirmation that their health and safety was a top consideration of venues, but as long as that was clear – they were ready to venture out.

A collage of promotional materials for The Nutcracker ballet, including a billboard, posters with whimsical illustrated characters, and a ballet dancer in costume performing on stage. Event dates are December 11–23 at The Kentucky Center.

The Results

70 years in the making

The campaign launched and ticket sales for the first performances of the Season exceeded expectations and a new audience was introduced to Louisville Ballet.

Artistic image featuring two ballet dancers in leotards performing expressive poses, overlaid with the hashtag #CHORSHOW in large text. The background has abstract, textured patterns in warm tones.

A female dancer with one leg extended high and arms outstretched. Text reads: PROGRAM. All new works by: Anne Jung, Robert Barry Fleming, Adam Hougland, Brandon Ragland. 4. A star symbol appears in the top right corner.

Two silhouetted dancers perform on a round stage under a spotlight in a modern jazz club. Large windows and tables are visible. Text on the wall reads, Spotlight Impressionism to Jazz.

Neon pink text reads Sleeping Beauty over a background of colorful flowers. Below, in smaller gold text, it says March 31 - April 2, 2022. The image has a thin gold border on a black background.

A ballerina in a tiara holds a bouquet of colorful flowers, lifting them gracefully. Text reads Princess Aurora, The Sleeping Beauty. Large flowers surround her on a dark background with a gold border.

A man in a white shirt holds a bouquet of colorful flowers, standing against a dark background with ornate gold trim and floral decorations. Text reads: Prince Florimund, The Lovelorn Prince.

A person draped in black mesh fabric holds dark calla lilies, gazing intensely. Floral arrangements frame the top left of the image. Text reads: Carabosse The Evil Fairy on a gray background.

Three ballet dancers in black outfits pose gracefully beside large text reading 70th Anniversary, Louisville Ballet, celebrate the stage, on a light background.