be beautiful and meaningful

This project is a rebranding strategy of Cirque du Soleil in the context of social impact to accompany what they already have in terms of social impact. This proposal was crafted after interviews with a variety of people on their brand perception of Cirque du Soleil.

Disclaimer: All performance imagery belongs to Cirque du Soleil

Can we make Cirque du Soleil more relevant to reality but just as beautiful?

People think of Cirque du Soleil as a brand that delivers amazingly breathless experiences. However according to interviews, in these alternate worlds they often are unable to find relevancy towards their own reality. It is a special moment but not connected to their lives. Cirque is actually competing with events like concerts which people can often identify with more easily.