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

be beautiful and meaningful

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.

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