Grand Jeté
Putting inclusivity at center stage.
Context
Grand Jeté has been the destination for dancers of all abilities since its opening in 1983. The new ownership wanted to maintain Grand Jeté’s reputation for customer service and expertise while focusing on making dance more accessible and inclusive for people of all backgrounds.
Challenge
Ballet has traditionally been for the few, not the many. How can Grand Jeté be welcoming to people who are beginning their dance journeys and relevant to underrepresented communities?
Connection
Drawing upon influences from other movement industries and artists, we crafted a solution that feels timeless and inviting — reflecting the diversity and vibrancy of future generations of dancers.
The arch in the logotype is inspired by the trajectory of the grand jeté dance posture, and feels like an inviting doorway. The pointe shoe icon nods to the brand’s origins.
Working with Superhuman helped us to develop our sense of who we are during a period of major change for our business. Our new branding perfectly reflects our values and goals.
—Solveig Mebust, Director of Operations
