The allure of ballet
Client
St. Petersburg State Museum of Theatre and Music
Services
Design
Task
Branding agency "Ferma" has once again collaborated on posters for the St. Petersburg State Museum of Theatre and Music. This time, the posters were created for the ballet exhibition, "Ballet. The Allure."
About the Exhibition
"Ballet is the art of plastic imagery, speaking to the audience through the language of dance. Ballet embodies the finest shades of feelings and emotions, human passions, those that cannot be expressed in words," begins the incredibly precise description of the exhibition. It narrates the story of brilliant ballet duets, starting from the 17th century, each with its own unique character.
Design concept
Timeless and genius
The concept is based on old photographs of famous ballet duets provided by the Museum. Not only are these photos in motion and very "noisy" and blurry due to being taken decades ago, but they also enhance the sense of movement and dynamism with a blur effect.
Typography
The typography pair is another way to play on contrasts. The strict and precise Original-Garamond, similar to ballet technique, is paired with the expressive, dynamic, and fluid Nostra, which resembles a pen stroke, mirroring the silhouettes of the dancers.
The beautiful story of ballet duets
The evolution of ballet partnerships is depicted across three exhibition halls: the development of relationships between dancers, changes in ballet lifts, and the current state of forms and traditions. This narrative unfolds through photographs, costumes, sketches, and video interviews with prominent ballet artists.
Branding materials
We used a block system, making the concept easily scalable across different formats: vertical and horizontal. These include postcards, calendars, entrance tickets, booklets, images for posts and stories.
The results
1. Developed a series of posters that reflect the museum's style and attract attention.
2. Conveyed the main idea of the exhibition through contrasting colors and fonts.
3. Adapted the design for various media, including digital.
Thank you!
