FEDORA asked us to create a brand that would be compelling to both talents and donors, and communicate its mission, as well as its quest for innovation and excellence.

We defined what the brand FEDORA really stood for: in essence, uncovering new talents, providing them with the wherewithal to realize their works, and giving them access to the stage. The brand needed to be modern to appeal to a greater audience but still had to reflect its authentic character of elegance and excellence.

The identity we designed represents the stairs that lead up to the stage, symbolizing the mission of FEDORA.

The trophies carved out of the FEDORA stage embody the access provided for the prizes winners.

Furthermore, we created a language that graphically conveys the music and the movements of the artists: a dancer performs with paint-stained ballet shoes, thus leaving marks and creating a series of unique promotional posters.

The brand design has helped FEDORA to better propel their vision to reach both target audiences, and engage talents and donors. The first FEDORA prizes have been realized on January 6, 2015 for the award ceremony. The new FEDORA brand has created a buzz and measurable outcomes include: more than 50 applying entrants to present their projects; convincing and gathering 15 of the most successful ballet and opera performers in the world to form the first FEDORA jury; convincing the sponsor to invest €500K to fund the FEDORA prize; and extensive press coverage from eight countries across the European continent, including renown newspapers such as: De Standaard, Les Echos, Frankfurter Allgemeine, Il Corriere della Sera, NRC Handelsblad, Tribune de Genève, OPERA magazine. The FEDORA brand won Prix for Global Design and Grand Prix at the Grand Prix Stratégies du Design 2015.

The European Circle of Philanthropists of Ballet and Opera, including members such as Opera National de Paris, the Royal Opera House of London, Teatro Alla Scala of Milan, Deutsche Oper Berlin and many others, created FEDORA to gather support and discover promising talents.

With two prizes a year, FEDORA’s mission is to provide new artists with an access to the stage, and help them carry out their projects in writing and composing ballets.