The challenge was to create a clear identity with strong

recognition that simultaneously leaves room for individual dance performances and their individual expressions.

A flexible identity that can be customized based on the

season and at the same time remain current over time.

The name was changed from ”The Göteborg Ballet” to ”GöteborgsOperans Danskompani” to reflect the modern dance, and designed a new logo.

The new distinct expression is mainly based on a dynamic font that reflects the moving body in a playful way. The strong color palette changes with every new season and is inspired by the individual dance pieces, to create individual expressions within the graphic unity.

Business cards, brochures, folders, banners, T-shirts, hoodies, bags, bag tags, etc. were created for the dancers to be ambassadors for their dance company in a simple way.

Number of audience before: 5004 per dance performance.

Number of audience after: 8245 per dance performance.

The number of booked tickets increased by +65%.