Press Releases

September 29, 2016

San Francisco Ballet Launches New Website and Unveils Brand Identity System Refresh

SAN FRANCISCO, CA, Thursday, September 29, 2016—SF Ballet, the first professional ballet company in America, today unveiled a newly redesigned website that reflects a comprehensive brand refresh. Designed by premier design firm, Method, whose clients include some of the most valuable brands in the world, the redesigned website showcases a new design language that introduces refinements to typeface, color palette, graphic language, photo treatments, and brand architecture. The result is a website that, like an SF Ballet performance, provides an experience that is emotional, sophisticated, and meticulously crafted.

The new site repositions SF Ballet for a broader, more diverse audience. It prioritizes and enhances the user experience, making audience engagement and education a focal point. The redesign strategy was driven, in part, by audience research conducted in 2014 by local research partner, WolfBrown, which found that increasing audience members’ knowledge of ballet enhances their appreciation for the art form, leading to a deeper impact and stronger loyalty. Among the site’s features is an Explore section that offers a behind-the-scenes look at SF Ballet and its artists, as well as more general information and insight into ballet as an art form.

In addition, the site offers dancer profiles that provide a more up-close and personal experience of the artists, robust production information about SF Ballet’s repertory, an easy-to-navigate purchase path, and a responsive design that adapts to a mobile device, a tablet, or a desktop monitor. The new site also features an interactive SF Ballet History and an SF Ballet Repertory Archive (still in Beta).

The new design language features a bolder use of color and elegant, refined layouts. Didot, one of the typefaces in the existing SF Ballet logotype, plays a featured role in the new brand identity. Long associated with the fashion industry, Didot has a strong graphic presence, particularly when combined with dynamic visuals. The new brand system makes use of large full-color photographs that are often cropped to emphasize a sense of movement and drama, and copy that is written in a warmer, more accessible voice and tone. Together, the new design language and the updated online user interface underscore SF Ballet’s accessibility, vibrancy, and innovative spirit.

“SF Ballet has a rich heritage as the first professional ballet company in this country, but we are also known as one of the most prodigious producers of new work,” said SF Ballet Executive Director Glenn McCoy. “Our new branding successfully blends a sense of tradition with the excitement and vibrancy of being on the cutting edge of our field and recognized globally for our creativity.”

“It’s been a wonderful experience partnering with Method to deliver a site that showcases the magic of an SF Ballet performance, and the rigorous work behind the scenes that makes it all look so effortless and awe-inspiring,” said SF Ballet Marketing and Communications Director Mary Beth Smith. “Any user, from a first-time visitor to a dedicated SF Ballet fan, will find a rich and satisfying experience on the redesigned site.”

“SF Ballet already has such a strong heritage and reputation,” said Brennan Wozencroft, client services director of Method. “Our partnership with the Ballet was really focused on facilitating that story and bridging the gap between the successful expression of the brand through the art form to the new online experience.”

Method is a global design studio that creates meaningful experiences by systematically designing brands, products, and services. With strategic insights and purposeful craft, we deliver value and impact. In the face of digital disruption, we help enterprises make, adapt, and grow through design. Method is part of GlobalLogic, Inc., a Silicon Valley-based design and technology services company.

San Francisco Ballet
As America’s oldest professional ballet company, San Francisco Ballet has enjoyed a long and rich tradition of artistic “firsts” since its founding in 1933, including performing the first American productions of Swan Lake and Nutcracker, as well as the first 20th-century American Coppélia. San Francisco Ballet is one of the three largest ballet companies in the United States and currently presents more than 100 performances annually, both locally and internationally. The mission of SF Ballet is to share its joy of dance with the widest possible audience—in its community and worldwide—and to provide the highest caliber of dance training in its School.  Under the direction of Helgi Tomasson, the Company has achieved an international reputation as one of the preeminent ballet companies in the world. For more information, visit

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