Concept : Brought in by the marketing director to evolve the branding for a launch of a new San Francisco version of the Nutcracker Ballet. I worked alongside the SFB Artistic Director/Choreographer and the Tony-award winning costume designer. After its success, I was retained to serve as freelance art director for the ballet for six more years. 

Set in early 20th-century San Francisco, the intricate typeface, ornate frame of the logo and overall designs elements allude to the Victorian time period. I created a new visual framework to launch SFB’s premier Nutcracker production. I designed the Nutcracker brochure, bus sides and banners each year. The seasonal brochure included rich, interactive details like lenticular images, punch-out ornaments, advent calendar windows and more.