TESTIMONIAL
McMillian + Furlow created a logo that really puts across the contemporary classical aesthetic of our ballet company. Our branding is intuitive, inviting, and clean. We receive so many compliments on our website, which is easy to navigate while reflecting the essence of who we are. We look forward to building on our five-year relationship with McMillian + Furlow.

Theresa Farrell
Associate Director
American Contemporary Ballet

CHALLENGE
The founders of American Contemporary Ballet came to McMillian + Furlow seeking a distinctive identity that would set their new company apart from more traditional troupes. An innovative group with a dual focus on education and performance, American Contemporary Ballet was appealing for funding from a variety of sources, including arts patrons and foundations, and needed to make a lasting impression. The company was also interested in establishing a prominent online presence and opening up a dialogue with potential students and the larger arts community via social media.

SOLUTION
For the American Contemporary Ballet logo, McMillian + Furlow developed a clean, contemporary typographic logo employing Futura, a sans serif font, cut out against a vibrant apple green background. This logo is a serious departure from traditional ballet branding, and captures the innovative spirit of the American Contemporary Ballet. McMillian + Furlow applied the logo to the company’s letterhead system, advertising creative and performance collateral (including programs, tickets, posters, and T-shirts).

McMillian + Furlow also created a content-rich, image-driven website featuring stunning black and white photography and performance video by one of American Contemporary Ballet’s founders. The site offers full social media integration including twitter, facebook and a branded YouTube channel. McMillian + Furlow developed a user-friendly custom CMS to fulfill the client’s need to frequently update the site with new images, videos, reviews and announcements. To extend the branding to social media, McMillian + Furlow also designed a custom branded background for American Contemporary Ballet’s twitter account.