A Historical Reputation Reborn

Faced with increasing competition, The School of American Ballet looked to DMD to heighten its profile and truly take the lead in its category. DMD set to work, re-thinking and updating the School's identity materials, marketing collateral, and website. When all was said and done, we had firmly grounded the School with one of its defining points of difference by adding “At Lincoln Center” to its name. Logo development, complete brand guidelines, and a verbal palette were established, creating the most engaging materials seen in the category. DMD has successfully helped reposition the School, bringing the vision of founders George Balanchine and Lincoln Kirstein to the next generation of classical ballet stars.