The San Francisco Ballet (SF Ballet), one of the world’s most celebrated dance companies, is stepping into a new era, unveiling a sweeping rebrand and a striking new campaign developed in partnership with full-service agency The Shipyard.
The launch marks SF Ballet’s first major brand refresh in 15 years, introducing a modern identity that balances the company’s rich legacy with its future-facing artistic vision.
Led by Artistic Director Tamara Rojo and Executive Director Branislav Henselmann, the rebrand repositions the Ballet as a culturally relevant, contemporary force — one that continues to evolve with the city it calls home.
Developed collaboratively by The Shipyard and design studio Burnkit, the new identity features a refined, extended logo, clean yet expressive typography, and vibrant color palettes that feel as dynamic as the performances themselves. The result is a visual and emotional language designed to captivate both loyal patrons and new audiences — in the theater, across the city, and online.
To introduce the new brand, SF Ballet and The Shipyard have launched a citywide media blitz, including Union Square billboards, ferry takeovers, digital and TV spots during the Olympics and Warriors broadcasts, and radio promotions that carry the energy of live performance into everyday life. Watch below:
“Guided by the framework of The Storied Pursuit, this new positioning honors San Francisco Ballet’s legacy of storytelling through dance while signaling its relentless pursuit of what’s next,” says Amanda Moul, VP Account Lead at The Shipyard. “Our approach puts audiences at the center — not just watching ballet, but living its passion and wonder.”
Lisa Poppen, Chief Marketing Officer at SF Ballet, adds: “As we look to delight our dedicated audiences and engage new ones, our rebrand signals a desire to broaden our appeal and connect with a wider range of local and global audiences. It was truly energizing to work with these dynamic agency teams to bring this new brand to life.”
The campaign reflects SF Ballet’s renewed mission to bridge tradition and innovation — honoring its storied past while shaping San Francisco’s cultural future. The new branding and creative rollout are now live across digital, broadcast, and OOH platforms.
REELated:
ReloShare spotlights childhood homelessness on World Homeless Day
