The strength and elegance of ballet underpins everything on the MAC website, echoing the discipline required of students and their instructors.

Simplicity and a wealth of information about the centre and its offerings drive the site architecture and calls to action. Erin’s philosophy is to be as transparent and supportive as possible to all who attend and the site reflects this.

This series of banners have been inserted at various points on the website. The obvious goal is to be inspirational and aspirational for prospective students to see themselves as dancers. More seriously, a couple address the undertaking of becoming a dancer. Not everyone will be a prima ballerina, but everyone can participate and find out what their potential is. It’s hoped that all will find a measure of joy, but there is a risk of heartbreak as well and that should be touched on at the outset. One thing is certain, MAC will meet each student on their own level and work with them to be their best.

Some pieces end up serving a more utilitarian purpose, conveying time-sensitive information. We’ve created a mixture of postcard and poster pieces that still embrace the brand goals of aspiration and inclusivity while being clear calls to action.