New York City Ballet website redesign

Acting as the creative director for the re-design of the New York City Ballet, I wanted to honor Paula Scher’s original intent for this prestigious brand. Power and grace. Fashion forward photos of the dancers are dynamically cropped, creating tension while focusing on the subtle movements and gestures of this artform. Inspired by the natural movement of dance, the site subtly animates in as the user scrolls.

New York City Ballet

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