Inspire a New Generation of Ballet Lovers with the Development of a New Sub-Brand!

Creator

Advertising Design:
Chan, Sze Wai, Celia 陳詩慧 -- Ko, Pui Nam -- Lam, Ka Hei -- Shu, Yu Yan, Lyrics 徐渝欣

Communication Design:
Ma, Ching Laam 馬靖嵐 -- Siu, Ka Yi, Joyce 蕭嘉怡

Environment and Interior Design:
Chuk, Chi Wai, Vincent 祝志偉 -- Kim, Hyo Jin -- Leung, Sin Yan -- Li, Ka Man, Karman 李嘉敏 -- Li, Wing Yan, Charlotte 李詠恩 -- Liew, Chi Him, James 廖智謙 -- Mak, Ho Lam, Phoebe 麥皓琳 -- Naik, Ankita

Title

Alternative Title

Hong Kong Ballet: Inspiring a New Generation

Contributor

Collaborator: The Hong Kong Ballet Limited

Subject

Advertising -- Design -- Exhibitions

Interior decoration -- Design -- Exhibitions

Visual Communication -- Design -- Exhibitions

College graduates

Date Created

2023-07-14

Relation

PolyU Design - Cooperative Projects (1)

PolyU Design - Cooperative Projects (2)

Format

Photographs

Identifier

ASSD2023W01P001

Is Part Of

BA (Hons) Scheme in Design

Work-Integrated Education (WIE) - Cooperative Project

Description

Design Brief
Hong Kong Ballet (HKB) is one of the nine major performing arts groups in Hong Kong. It is financially supported by the Hong Kong government to promote arts and culture, and aims to create iconic re-imaginations of sold-out shows with 100% attendance. Since 1979, HKB has been lauded for its creativity, talent and artistry, and its innovative productions have generated consistent excitement. HKB has received awards for its dynamic repertoire and emphasis on excellence, and is internationally recognised as a world-class institution that represents Hong Kong’s unique character.

Design Outcome
Two student teams worked closely with HKB on research and analysis to inspire a new generation to value the arts, which provided a great opportunity to experience collaboration between design and the client’s hands-on approach. The design concept was for a new “ballet style” or expression of ballet in a dynamic and creative way to appeal to a large number of Hong Kong residents.

The student creators generated various design strategies and concrete ideas for HKB after researching the key issues of the membership system, a lack of an activity structure and a lack of a journey into ballet for the target audiences (who are mostly part of Generation Z).

To increase the sense of community, influence and a shared emotional connection, they defined a new “ballet style” and created a new brand positioning, visual identity and application for daily use (the “Ballet Lifestyle”) to form new perceptions of ballet. The students not only considered how to revamp the pop-up shop concept but also created new ideas of physical space to speak to the ballet style with an interactive experience. Print, website and digital design concepts were licensed to The Hong Kong Ballet Limited in 2023.

Collection

PolyU Design Show 2023