Joffrey Ballet charged Sparq with the task of refreshing a well-known brand and legend in the performing arts sector with the goal of establishing it as a Chicago-based dance company — shifting the perception that it was New York-based. We transformed the original five-point "Hollywood Star" the brand mark donned at the time to the unmistakeable six-point "Chicago Flag Star." The new brand was announced vis-a-vis the new Joffrey Tower move-in announcements, seasonal programming brochures, event campaigns, signage, apparel and communications collateral.

SECTOR
Performing Arts, Culture

DISCIPLINE
Brand Identity, Content Development, Creative & Art Direction, Interior & Exterior Signage, Print & Digital Marketing Materials, Advertising

Photography by Erica DuFour