Ballet Fitness is a cardio endurance methodology based on ballet moves developed by Betina Dantas.

The client requested an identity that could be applied to all collateral, marketing campaigns and the physical spaces. The brand needed to be light, modern and one that translates the essence of the business which is about the union of lightness of ballet with the strength of fitness.

The purpose of this process was for outreach and a wave of licensing of the technique crediting gyms, trainers etc.


We aimed to reflect the softness and subtlety of ballet with the toughness of cardio in a unified visual identity keeping in mind the context of the client’s business and industry.

The pattern and texture add light transparency referencing the logo and ballet gear, while the cross form and solid typography represent the strength in the sport.