The goal of rebranding this valued Atlanta institution was to turn it into 'Atlanta's Ballet'. This meant balancing the classical nature of the artform and the contemporary language of the audience. Bringing in a bold Atlanta red and creating a custom monogram that is bold but graceful creates a strong framework for the brand identity. The relaunch of this brand would play into classic Atlanta infrastructure and traditions. A custom Marta bus would run through downtown, while interactive murals would be placed throughout the metropolitan area. The company posters are designed to market the company itself and not a specific show or season. These would be placed strategically in semi-permanent locations.