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Oregon Ballet Theatre (OBT) is one of the nation’s leading ballet companies and Oregon’s most prominent arts organization. As a cornerstone of Portland’s cultural landscape, OBT faced the challenge of modernizing its brand while staying rooted in its legacy. The organization turned to Watson Creative to redefine its identity, align its programs—including the school, outreach efforts, and professional company—and develop a cohesive narrative that would resonate with audiences, donors, and the broader community.
Through this partnership, OBT embraced its evolution with a bold new vision, marked by the introduction of the Devant Circle, a logo symbolizing forward movement, inclusivity, and artistic innovation.
The primary challenge was to reposition OBT for the future while honoring its storied history. This required creating a unified identity that reflected the organization’s excellence in dance, commitment to community engagement, and role as a transformative force in the arts.
Additionally, OBT needed to address the shifting landscape of performing arts, particularly during the pandemic, by redefining how it connected with subscribers, donors, and the general public. Watson Creative’s approach combined strategic analysis, stakeholder collaboration, and a design philosophy that balanced tradition with innovation.
The rebrand was built around OBT’s mission to inspire, educate, and enrich through dance. Central to this transformation was the Devant Circle logo.
The Devant Circle embodies forward momentum, inclusivity, and timeless artistry. It symbolizes OBT’s commitment to pushing boundaries while staying grounded in the core values of unity, community, and transformation. This visual identity unified the organization’s programs, from the professional company to the ballet school and community outreach initiatives, providing a cohesive narrative that celebrated OBT’s impact across Oregon.
As part of the rebrand, Watson Creative helped develop the “Dance On. Dance Strong.” campaign during the pandemic, showcasing OBT’s resilience and commitment to reimagining the art of ballet. This included the launch of innovative programs like:
This campaign positioned OBT as a forward-thinking organization, ready to adapt and innovate in challenging times, while maintaining its connection to tradition.
The rebrand had a profound impact on OBT, both internally and externally. The unified identity helped align stakeholders, strengthened donor relationships, and amplified the organization’s cultural relevance. Key outcomes included:
OBT’s Artistic Director Kevin Irving reflected on the process:“Watson Creative helped us better define who we are and what makes us special. The results have been practical and poetic, tying our organization together in a meaningful way.”
OBT’s transformation demonstrates the power of strategic branding in revitalizing a legacy arts organization. By combining innovative design with a cohesive narrative, Watson Creative helped OBT navigate challenges, deepen its impact, and position itself as a leader in the performing arts. The Devant Circle symbolizes not only the evolution of ballet but also the enduring power of art to inspire and connect.
“Rebranding Oregon Ballet Theatre was about more than aesthetics—it was about defining its legacy and vision for the future. The Devant Circle captures the forward momentum and unity that make OBT an essential part of Oregon’s cultural fabric.”
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