Joffrey Ballet charged sparc with the task of refreshing a well known brand and legend in the performing arts with the goal of establishing it as a Chicago-based dance company shifting the perception that it was New York-based. We transformed the original five-point "Hollywood Star" the brand mark donned at the time to the unmistakeable six-point "Chicago Flag Star." The new brand was announced through the new Joffrey Tower move-in announcements, seasonal programming brochures, event campaigns, signage, apparel and communications collateral.
SERVICES : IDENTITY, CONTENT DEVELOPMENT, WRITING, ART DIRECTION, EXTERIOR AND INTERIOR SIGNAGE, PRINT AND DIGITAL MARKETING AND ADVERTISING
Photography by Erica DuFour