Photos by Helm Creative Studio
Project Overview
The Philadelphia Ballet requested a T-shirt design for the 2024 performance of Giselle to be sold before and after the show. The goal of the design is to give audiences a lasting keepsake to remember the performance.
The Philadelphia Ballet requested a T-shirt design for the 2024 performance of Giselle to be sold before and after the show. The goal of the design is to give audiences a lasting keepsake to remember the performance.
Client
Philadelphia Ballet
Philadelphia Ballet
Role
Graphic Designer
Graphic Designer
Design Process
Initial Research
For this project, I collaborated with our team’s Idea Alchemist to explore concepts for the Giselle T-shirt design. We began by researching the storyline and visual aesthetics associated with the ballet to create a design that would not only resonate with the audience but also reflect the essence of Giselle. Our research started with a review of the Philadelphia Ballet’s website, where we gathered information on the plot and themes. We learned that Giselle tells the story of a peasant girl who falls in love with a nobleman disguised as a commoner. One symbolic element that stood out to us was the wedding veil worn by the Wilis, the spirits of the brides who were abandoned.
The veil became a key focus in our brainstorming, as it represents innocence and the transition between life and death for Giselle (the main character). To deepen our understanding, we also watched various performance clips of Giselle. This allowed us to observe the color palettes and lighting used throughout the show. We noted that a recurring theme across performances was the use of a soft blue background, which enhanced the dreamlike atmosphere of the ballet. Inspired by this, we decided to incorporate these colors into the T-shirt design.
Below are some inspiration photos we found that guided our color and aesthetic choices.
For this project, I collaborated with our team’s Idea Alchemist to explore concepts for the Giselle T-shirt design. We began by researching the storyline and visual aesthetics associated with the ballet to create a design that would not only resonate with the audience but also reflect the essence of Giselle. Our research started with a review of the Philadelphia Ballet’s website, where we gathered information on the plot and themes. We learned that Giselle tells the story of a peasant girl who falls in love with a nobleman disguised as a commoner. One symbolic element that stood out to us was the wedding veil worn by the Wilis, the spirits of the brides who were abandoned.
The veil became a key focus in our brainstorming, as it represents innocence and the transition between life and death for Giselle (the main character). To deepen our understanding, we also watched various performance clips of Giselle. This allowed us to observe the color palettes and lighting used throughout the show. We noted that a recurring theme across performances was the use of a soft blue background, which enhanced the dreamlike atmosphere of the ballet. Inspired by this, we decided to incorporate these colors into the T-shirt design.
Below are some inspiration photos we found that guided our color and aesthetic choices.
Photos credit to Pacific Northwest Ballet, Philadelphia Ballet, and Staats Ballet
Brand Guide
After our initial brainstorming session, we turned to the Philadelphia Ballet’s brand guide to ensure our design aligned with their established visual identity.
After our initial brainstorming session, we turned to the Philadelphia Ballet’s brand guide to ensure our design aligned with their established visual identity.
Final Deliverables
For the Giselle T-shirt design, we chose to focus on key visual elements like the veil, making it immediately recognizable to audiences. Instead of using a photograph, we incorporated a silhouette of the iconic dance movement to allow audiences to connect personally with the design. By focusing on the form rather than specific facial details, it emphasizes the dreamy atmosphere of the show. In line with our research on the show’s staging, a light blue fabric for the shirt was chosen, reflecting the blue hues often used in Giselle’s lighting and scenery.
For typography, we adhered to the brand guide by selecting DM Sans Bold for the primary text. This clean, modern font ensures readability and maintains consistency with the ballet’s overall branding. To add a creative touch, we paired it with selective use of Cut Bold in the title.
Photos by Helm Creative Studio
Results
The Giselle T-shirt was met with overwhelmingly positive feedback from audiences, who were captivated by the design’s connection to the ballet’s storyline. Originally intended to be sold throughout the entire run of the show, the T-shirt proved to be so popular that both youth and adult sizes sold out after the first weekend. generating over $3000 in sale.