2025 Winner

The National Ballet of Canada wanted a new identity that reflected its evolution towards more diverse talent, audiences and creative perspectives. “The National Ballet of Canada” campaign introduced a new identity rooted in storytelling. The wordmark doubled as a narrative device, with dynamic spacing between the words to suggest movement. One typeface conveyed strength and beauty, while another marked a bold departure from traditional formality. A trio of vibrant, jewel-toned colours challenged the gendered associations of ballet, often represented by pinks and pastels. The results were immediate: brand awareness rose sharply and subscription sales increased by 70% over the previous summer.

Credits

Director of Design Strategy: Kar Yan Cheung
Motion Designers: Alec Donovan, Lucas Hoang
Graphic Designers: Miranda Mora Gutierrez, Eunice Tchitchiama, Guillaume Vaillancourt
CCO: Laura Stein
CDs: Chris Allen, Alex Boland
Strategist: Eirene Keh
Account Director: Marla Garderis
Account Manager: Emily Bartosiewicz