CLIENT
Balleterra – a small amateur ballet school based in Tbilisi, Georgia.
TASK
Unlike competitors, Balleterra follows a strictly academic approach without supplementary fitness or body ballet classes. To attract students, it needed a distinct identity that reflects its refined and professional character.
Branding for Ballet School
Research
Before developing the concept, I analyzed ballet schools in Tbilisi to understand the competitive landscape. Each had its own strengths, but none matched Balleterra’s academic focus and refined identity.
Beyond local competitors, I also studied branding in major ballet companies
and the Bolshoi Theatre’s digital archives, drawing inspiration from hand-drawn posters and typography.
and the Bolshoi Theatre’s digital archives, drawing inspiration from hand-drawn posters and typography.
This analysis helped define our unique positioning and the need to emphasize quality, aesthetics, and tradition.
The key idea for the logo came from the desire to visually emphasize the school's uniqueness. The name Balleterra contains the word "Ballet," and I noticed that the Latin «B» and the Cyrillic «Б» share similar forms.
This led me to merge the two letters into a graphic symbol.
This led me to merge the two letters into a graphic symbol.
While studying the Bolshoi Theatre’s posters, I focused on
handwritten fonts and examined different variations of the letters «Б» and «B».
The final logo organically combined the Latin «B» with elements of the Cyrillic «Б», making it both recognizable and elegant.
final version
Once the graphic element was finalized,
I selected a font for the text part of
the logo (VG5000 Regular) and designed its composition. The client requested greater symmetry, which led us to the
I selected a font for the text part of
the logo (VG5000 Regular) and designed its composition. The client requested greater symmetry, which led us to the
Color Palette & Visual Style
I developed the color palette and visual style to reflect ballet’s elegance, drawing inspiration from elements like gold auditorium halls, velvet curtains, wooden stages, satin pointe shoes,
and airy tutus.
Avoiding overused pink shades was important, as they were common in children's dance studios and a direct competitor’s branding.
Avoiding overused pink shades was important, as they were common in children's dance studios and a direct competitor’s branding.
To refine the palette, I referenced
a children's ballet book, ensuring
a sophisticated and timeless identity.
a children's ballet book, ensuring
a sophisticated and timeless identity.
I presented three options with themed visuals and mockups, and the first perfectly aligned with the client’s vision.
1 option
2 option
3 option
Branding
the space
the space
To make the ballet school instantly recognizable,
I tested different window branding concepts by overlaying designs onto pictures.
I tested different window branding concepts by overlaying designs onto pictures.
A simple logo wasn’t enough — we needed
an elegant yet eye-catching solution.
While developing mockups, I found
a striking yet minimalistic ballerina silhouette that perfectly fit the school’s identity.
an elegant yet eye-catching solution.
While developing mockups, I found
a striking yet minimalistic ballerina silhouette that perfectly fit the school’s identity.
Social Media
We tried several different options but decided to stick with the ballerina image we had used earlier.
Additionally, social media elements needed branding, including a profile avatar
and schedule.
and schedule.
To facilitate ongoing management, I prepared an initial set of graphics and source files, allowing the owner to maintain the account without constant designer involvement.
Inspired by the project, I also developed a pattern and created mockups for merchandise and printed materials.
These elements will help set the school’s future branding direction, even if they decide to move forward without my services.
Ensured a flexible and easily maintainable brand identity.
After implementing the visual identity and launching ads, trial class sign-ups grew by
30%
15%
Studio faсade branding increased inquiries without advertising by
Established a strong visual base for merchandise, reinforcing community.
Conveyed a sense of high-level training
and professionalism.
and professionalism.
Enhanced brand visibility and set it apart from competitors.
Project Results
Key Metrics
I am delighted to witness the school’s success—vibrant performances, happy students, and a strong, close-knit community.
