A story on the 'rebranding' of
Boston Ballet.
QUOTE
The artistic director of the ballet has introduced edgier, even downright sexy programming - such as last season’s “Black and White.’’ But while Nissinen spent the past eight years pushing his company closer to the artistic edge, Bostonians still thought of the ballet as being staid purveyors of the “Nutcracker,’’ and other “museum pieces,’’ he says. “It’s important to me that we’re not seen as a museum or a church,’’ he says, “but a living theater that relates to today’s people.’’
Enter Denise Korn. The South End-based brand strategist (and Boston Ballet fan) had been chatting with Nissinen for nearly five years about freshening the ballet’s image and changing how the organization is viewed. Her company, Korn Design, has done image-reconfiguring work for tony hotels and restaurants around the country. She was even enlisted by Northeastern University last year to rebrand the school.