• by Fern Siegel , 4 hours ago

San Francisco Ballet has refreshed its messaging and logo, its first push toward reinvention in 15 years.

Design agency Burnkit and ad agency The Shipyard are responsible for the creative.

“Our rebrand signals a similar desire to broaden our appeal, build excitement around SF Ballet, and connect with a wider range of local and global audiences,” said SF Ballet CMO Lisa Poppen. “We set out to translate the power and emotion of SF Ballet’s performances. Partnering with these dynamic agency teams to bring this vision to life was an incredible and truly energizing journey.”

The San Francisco citywide ad campaign spans Union Square billboards, ferry takeovers, digital and TV placements during the Olympics and Warriors broadcasts, as well as radio promotions.

The work aim is to position the ballet as a modern and culturally relevant brand.

The new launch supports the rollout of SF Ballet’s 2025-2026 season, curated by Tamara Rojo, artistic director, which features classics, such as “Nutcracker” and “Don Quixote,” combined with innovative modern works, such as William Forsythe’s "The Blake Works” and the AI-inspired "Mere Mortals.”

This season also celebrates the 50th anniversary of the Grammy-winning San Francisco Ballet Orchestra. 

Amanda Moul, Shipyard’s vice president/account lead, adds: “Our approach is about putting audiences at the center, not just through watching ballet but fully living its passion and wonder.”