San Francisco Ballet
“I lead brand experience design across digital marketing, print, and environmental touchpoints.”
Overview & Scope
San Francisco Ballet is a heritage performing arts institution with seasonal programming that relies on strong storytelling and high-performing marketing to drive ticket sales and sustain donor engagement. In this role, I maintained the SF Ballet brand system across annual and seasonal campaigns, while leading yearly brand evolution to align visual expression with program themes and business development goals. The work was grounded in the organization’s brand philosophy—Global Recognition, Innovation, Exuberant Performance, and A New Way of Seeing Ballet—so each season could feel fresh and contemporary while staying cohesive across digital experience, marketing, print, and environmental touchpoints.
Role
Lead Brand Designer
Primary Focus
Brand Evolution & Digital Marketing
Teams
Marketing · Web Dev · Business Development · Organic Social · Video · Production
Markets
AMER · EMEA · APAC
Design Areas
Brand guideline · Marketing material · Editorial design · Web design · Illustration · Motion graphic · Environmental design
Design Tools
Adobe Creative Suit · Final cut pro · Procreate
Goal & Design Proposal
The goal was to modernize the brand without losing continuity or cultural authority, balancing consistency with the flexibility needed for season-to-season change. I focused on building a scalable system—clear guidance, repeatable campaign structures, and digital experience patterns—so teams could execute efficiently while still leaving room for experimentation and new ways of presenting ballet to evolving audiences.
Creative Direction & Application
The creative direction paired disciplined structure with expressive range, translating the energy of live performance into clearer hierarchy, stronger rhythm, and modern visual storytelling. Beyond maintaining core standards, I led design development for experimental programs and contemporary events, using those initiatives to push the brand forward while keeping the overall identity cohesive across digital, print, and environmental executions.
Maintain SF Ballet Brand Guideline
Led MKT Editorial Design & Vendor Management
Impact & Results
This work strengthened brand consistency across seasons while enabling controlled evolution tied to programming priorities and business objectives. The refreshed cross-channel brand experience supported sales-driven marketing efforts, improved clarity around seasonal storytelling, and helped attract younger audiences while sustaining engagement from contributors and donors through a more modern and unified visual identity.
