To continue its mission and chart the path forward The School of American Ballet partnered with brand engagement firm Sullivan on its SAB in Motion capital campaign.
Aimed at raising $20 million for facilities, financial aid and a diversity initiative for the school, Sullivan’s strategy and branding mimics the flexibility and movement of SAB’s dancers.
Type developed for the campaign was guided through meetings with Peter Martins, SAB’s Artistic Director and Chairman of the Faculty, so that each letterform suggests the precision, intentionality, and rigor of the school’s signature training in the Balanchine aesthetic.
