educate, create, inspire
hawaii ballet theatre x amataya promotion package
Echoing their mission statement, I titled Hawaii Ballet Theatre’s social media marketing campaign: Educate, Create, Inspire.
✦ step 1 - consultation ✦
Initial consultations are always a chance for me immerse myself in a company's core values. Possessing a rich history of cultivating a culture of creativity in our islands, I wanted to ensure that I encapsulated the entirety of Hawaii Ballet Theatre's (HBT's) identity in their branding. During my first meeting with the HBT team, we talked about topics such as possible color palettes, logo layouts, and social media marketing styles. This conversation allowed all of us to establish a shared concept for HBT's identity and gave me an idea of what their vision was, as well as what styles they gravitated towards.
To commence the brand-building process, I began with the most crucial aspect of any brand's identity: a logo. It is essential for brands to present logos with meaning relevant to and reflective of the company's mission, as it is the first visual impression a business will leave on a viewer. Designing HBT's logo, I searched for a font that was elegant, like the dancers they train, yet classy to portray the company's professionalism. After researching fonts that fit these criteria, I compiled my selections into a logo proposal in a presentation format for the clients to review. During our first conference, the clients shared their interest in a blue color palette for their brand. Thus, I paired the Channe font with muted blue tones to evoke a sense of serenity and trustworthiness in the brand. Once the company approved the visuals, I assembled all of these aspects into a brand kit + guide for them to reference in the future. ✦✦ step 2 - brand building ✦✦
After building HBT's brand identity, it was time to begin the content creation portion of the project. It was at this point that I could start crafting HBT's content strategy, schedule, and posts. The first step in this process was to construct their content matrix, which challenged me to analyze the brand and build the most successful strategy for their growth goals. HBT is a company that nurtures connection and naturally facilitates a familial culture amongst students and faculty. Hence, I identified community/culture, entertainment, and promotion as their most significant content pillars.
With content pillars in place, I set about designing a series of posts for HBT's Instagram. As I do with all of my social media marketing clients, I generated a brand board, which assists me in achieving a unified aesthetic for all future HBT graphics. In addition to the ideas for posts HBT's team requested, I also created posts to meet the content pillars, which I incorporated into an Instagram post proposal presentation.✦✦✦ step 3 - content creation ✦✦✦
To cater to HBTs audience, I aimed to create content that would engage current students, bring back past students, and most importantly, introduce new dancers to the company. This included stories and snapshots from rehearsals, professional photos of our dancers, and performance promotions.✦✦✦✦ step 4 - content creation ✦✦✦✦
In addition to Amataya's Promotion Package brand building and social media marketing services, Hawaii Ballet Theatre also requested Amataya's creative commissions service. From flyers to merchandise, Amataya's first-tier service covers a broad variety of visuals, allowing returning clients—such as Hawaii Ballet Theatre—to obtain any materials they may need through a designer whom they can trust to accurately represent their company. Some of our most memorable collaborations include a program cover for their summer concert, "Charlybration," a gift certificate, email signatures, and apparel design. I also created an HBT glassware through the products portion of Amataya, which was sold at their 2022 Nutcracker boutique. 