3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




The Australian Ballet is one of the world’s premier ballet companies delivering extraordinary performances for over 50 years. A commitment to artistic excellence, a spirited style and a willingness to take risks have defined the company from its earliest days. Caring for tradition yet daring to be different, The Australian Ballet presents upwards of 250 shows and 1,700 education and audience engagement events each year. 3 Deep were commissioned to recalibrate the company's brand identity platform including the reinvention of all supporting marketing and communication outcomes – a strategic partnership that spanned 13 years.

Moving effortlessly between the great classical ballets and new contemporary commissions, the company has a uniquely Australian style, powered by artistry and athleticism. Playing a distinctive role within the cultural, social and economic landscape, it was vital that the brand strategy and supporting brand identity reflect the energy and vitality of the organisation while establishing a new and guiding vision for the future.

After capturing the organisation's creative spirit, purpose, values and promise, a salient and potent brand strategy was created that would reflect the ambitions and vision of the company and facilitate unique branded experiences for visitors, patrons, partners and supporters.

The Australian Ballet exists to inspire, delight and challenge audiences through the power of its performances.

The company regularly represents Australia on the world stage and has performed to critical acclaim in 87 cities worldwide including New York, Shanghai, Tokyo, London and Paris. Underpinning the need to attract new audiences in a highly competitive entertainment market, highly visceral campaigns helped position each season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.

The Australian Ballet is a company of the highest calibre – Huffington Post

Special projects such as Luminous – Celebrating 50 years of The Australian Ballet provided an opportunity to canonise the brand while dpocumenting an extraordinary record of the company’s first half-century. The 360-page coffee-table book, hard-bound and slip-cased, was exquisitely designed to capture the spirit, energy and passion of one of Australia’s flagship arts companies.

On 2 November 1962, The Australian Ballet staged its very first performance at Her Majesty’s Theatre in Sydney. Over the next five decades, hundreds of dancers, choreographers, designers, teachers, composers, costumiers and a passionate supporting cast would make the company what it is today.

A classical company of depth, style and unified spirit – Sydney Morning Herald

Related Projects


    2014 Subscription Season Campaign

    The Australian Ballet was founded in 1962 and in 2012 celebrated 50 years as Australia’s best known and most successful arts organisation. As always, 3 Deep's challenge was to position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.

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    2013 Subscription Season Campaign

    In 2013 The Australian Ballet presented Masterpieces, a year celebrating the very best in Ballet. Following on from a year of celebration that was the company's 50th Anniversary, 3 Deep were commissioned to establish a highly identifiable subscription season campaign in order to attract new audiences while captivating and stimulating emerging patrons, partners and media.

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    50th Anniversary Season


    In 2012, The Australian Ballet celebrated its 50th Anniversary. The season, a culmination of a three-year programming arc, featured several new commissions, the return of four iconic ballets, collaborations with large and small Australian dance companies, and a major international gala.

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