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Phoenix Wong

BFA in Graphic Design — Graphic Design
Course:
Type 5: Transmedia
Faculty:
Geoff Brewerton
Term:
2023 Fall

LA Ballet

The rebrand of Los Angeles Ballet merges classical precision with the modern rhythm 
of the city. It captures a balance between the ephemeral and the enduring — movement 
held in form, yet alive in rhythm. Through cinematic layouts, expressive motion, and a 
custom typeface inspired by the fluidity of dance, the identity challenges stillness and 
transforms tradition into living movement.    

Process:

I began by studying Los Angeles Ballet’s existing identity and the duality at the heart of 
the company: classical ballet discipline and the contemporary rhythm of Los Angeles. 
This guided my exploration of movement-based typography, ribbon-inspired forms, and 
a visual system that captures both precision and fluidity.

Learning Outcomes:

This project deepened my understanding of how to translate performance, choreography, 
and movement into visual identity. I learned how to craft a typographic system that functions 
across print and digital, explore kinetic branding elements, and balance classical influences 
with modern design language. It strengthened my ability to create expressive yet functional 
brand systems and to design with a strong conceptual foundation rooted in culture and place.

Project Website:
https://phoenixwong.org/la-ballet
Tags:
Identity Design