Nutcracker Market
Houston Ballet's Nutcracker Market is an annual holiday shopping experience that has been coveted by Houstonians for years. With over 270 vendors, and three special events, the market brings in a lot of revenue for the ballet.
THE BRIEF
Originally, I was asked to step in and make some ads for the market during a transitional period. Coming into the job without much to go off of, I created a branding guide for myself and others in the future to use when creating Nutcracker Market ads in order to create a cohesive across the board.
THE PROCESS
Unable to make any changes to the logo, I pulled inspiration from its bright colors for the color palette--using bright red and dark red as the primary colors. Metric is the font of Houston Ballet as a whole, however, I felt the market branding could use something more festive, so I introduced a serif for the main font, keeping Metric for the body.
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I then went on to create patterns and modular elements that would pair nicely with the bright feel of the market and the photography I was provided with.
THE RESULT
After compiling all the materials and brainstorming taglines and copy, I came up with the tagline: One Magical Market. Combine with the bright and lively design, this campaign brings new life into a tradition that has been coveted throughout the city for decades.
