Cases | Ballet Divertimento
Montréal + Toronto
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Sculpture
Fr/En
Ballet Divertimento | Expertises:

Fill the rooms first, then rebrand. It just made sense.

Sculpture partnered with Ballet Divertimento to reposition its brand and reaffirm its status as a leading dance school in Montreal. Before tackling a full rebrand and digital overhaul, we leveraged our performance marketing expertise to drive enrollment and deliver an immediate return on investment (ROI). This initial phase set the foundation for renewed growth and financial stability ahead of larger modernization projects. With this momentum in place, Sculpture led the visual identity redesign, creating modern cross-platform campaigns and high-impact creative content that captured the school’s vitality and spirit. Grounded in a competitive market analysis and a structured annual marketing plan, this integrated strategy amplified brand visibility, diversified the audience, and now firmly positions Ballet Divertimento as a benchmark in Montreal’s vibrant dance landscape.

A ballet dancer wearing a black leotard, captured mid leap with one leg extended and pointe shoes, photographed in a studio against a light background, with the name “Ballet Divertimento” integrated into the composition and graphic lines inspired by Benesh notation structuring space and movement.
A structured four column layout numbered “01,” “02,” “03,” and “04,” presenting the sections “Acquisition,” “Strategy,” “Branding,” and “Activation.” The “Acquisition” section lists “CRM setup and integration,” “Campaign architecture,” “Lead segmentation,” “Email automation,” and “Funnel creation.” The “Strategy” section includes “Market research & audience strategy,” “Competitive analysis,” “Performance objectives & insights,” “Budget allocation,” and “Annual planning.” The “Branding” section presents “Logo & design system,” “Website,” “Photoshoot,” “Digital content,” and “Print assets.” The “Activation” section lists “Audience creation,” “Campaign setup and launch,” “Conversion tracking (on platform and on site),” and “A/B testing for visuals and messaging.”
Two young ballet dancers smiling, wearing pink leotards with matching tutus, photographed in a studio against a neutral background, each captured in a different pose with arms raised, shown in a double composition illustrating movement and expression.
A large outdoor advertising display featuring multiple panels for Ballet Divertimento, installed on a brick wall in an urban setting. The left panel shows the text “BALLET DIVERTIMENTO” and “JEUNESSE RÉCRÉATIVE,” along with “ÉCOLE DE DANSE ET CENTRE CHORÉGRAPHIQUE” and the address “1435 RUE DRUMMOND, MONTRÉAL, QC H3G 1W4,” alongside an image of a dancer wearing a dark leotard. The central panel features a dancer captured in motion, overlaid with circular graphic elements inspired by Benesh notation. The right panel displays the text “BALLET DIVERTIMENTO” and “GRANDIR. S’EXPRIMER. DANSER.”, followed by the paragraph “Ballet Divertimento offre un cadre stimulant au cœur de Montréal où les jeunes peuvent découvrir la danse, développer leurs capacités et évoluer auprès de professeurs passionnés et d’artistes invités.”, as well as the website “BALLETDIVERTIMENTO.COM” and the phone number “(514) 288-2857,” with images of young dancers.
An interior space showing two printed posters for Ballet Divertimento leaning against a wall and a staircase. The left poster displays the text “BALLET,” “LA SAISON PREND SON ENVOL,” “2025–2026,” “ADULTE RÉCRÉATIF,” “JEUNESSE RÉCRÉATIF,” “DANSE-ÉTUDES,” as well as “ÉCOLE DE DANSE ET CENTRE CHORÉGRAPHIQUE,” “DIVERTIMENTO,” and the address “1435 RUE DRUMMOND, MONTRÉAL, QC H3G 1W4.” The right poster, on a black background, shows the text “BALLET” at the top, graphic line motifs inspired by Benesh notation in the center, and the mentions “ÉCOLE DE DANSE ET CENTRE CHORÉGRAPHIQUE,” “1435 RUE DRUMMOND, MONTRÉAL, QC H3G 1W4,” and “DIVERTIMENTO” at the bottom.
A two-part visual showcasing printed applications for Ballet Divertimento. On the left, a fabric tote bag placed on concrete steps displays the text “BALLET” at the top and “DIVERTIMENTO” at the bottom, with graphic lines and a circular symbol in the center. On the right, a backlit outdoor poster presents the text “BALLET,” “ÉCOLE DE DANSE ET CENTRE CHORÉGRAPHIQUE,” “LA SAISON PREND SON ENVOL,” “2025–2026,” the address “1435 RUE DRUMMOND, MONTRÉAL, QC H3G 1W4,” as well as “ADULTE RÉCRÉATIF,” “JEUNESSE RÉCRÉATIF,” “DANSE-ÉTUDES,” and “DIVERTIMENTO,” accompanied by photographs of dancers and graphic elements inspired by Benesh notation.
A large outdoor advertising display for Ballet Divertimento installed along a street, set against a brick wall and a traffic light. The billboard features the text “BALLET DIVERTI MENTO” arranged across multiple lines, a central photograph showing two dancers in motion, surrounded by circular graphic elements inspired by Benesh notation. On the right, a vertical column displays “SAISON 2025 2026,” “ÉCOLE DE DANSE ET CENTRE CHORÉGRAPHIQUE,” “ADULTE RÉCRÉATIF,” “JEUNESSE RÉCRÉATIF,” “DANSE ÉTUDES,” and the address “1435 RUE DRUMMOND, MONTRÉAL, QC H3G 1W4.” At the bottom of the panel, the text “BALLET DIVERTIMENTO” is visible. A paragraph on the left explains that Ballet Divertimento offers a stimulating environment in the heart of Montréal where young people can discover dance, develop their abilities, and grow alongside passionate teachers and guest artists.
A person lying on their side in a studio against a light background, wearing a white t-shirt, beige shorts, and black boots. The back of the t-shirt features a graphic layout with linear drawings and the text “BALLET,” “DIVERTIMENTO,” along with the letters “B” and “D,” arranged in a composition inspired by Ballet Divertimento’s graphic system.
A two-part visual presenting display applications for Ballet Divertimento. On the left, a ballet dancer shown in silhouette with arms extended, photographed in a studio against a dark background with dramatic lighting. On the right, an outdoor poster mounted on a brick building displays the text “HOMMAGE À SUSAN ALEXANDER” and “CÉLÉBRONS L’HÉRITAGE D’UNE FEMME VISIONNAIRE,” accompanied by photographs of dancers, linear graphic elements, and the logos “Ballet Divertimento” and “Place des Arts.”
A ballet dancer wearing a black leotard, captured mid jump with arms extended and legs bent, photographed in a studio against a neutral background. White graphic lines and arcs inspired by Benesh notation surround the figure, structuring axis, elevation, and movement trajectory.
A large outdoor advertising display composed of multiple posters for Ballet Divertimento installed along an urban wall. The visuals sequentially present the texts “BALLET DIVERTIMENTO,” “JEUNESSE RÉCRÉATIVE,” “DANSE ÉTUDES,” “PROJET BD DANSE,” and a pink poster displaying “DONNEZ CORPS À L’ÂME,” “ÉCOLE DE DANSE & CENTRE CHORÉGRAPHIQUE,” “1435 RUE DRUMMOND, MONTRÉAL, QC H3G 1W4,” and “BALLET DIVERTIMENTO.” The posters feature photographs of dancers in motion, choreographic silhouettes, and graphic elements inspired by Benesh notation.
A two part visual presenting printed and photographic applications for Ballet Divertimento. On the left, a notebook placed on a leather surface displays the texts “BALLET DIVERTIMENTO,” “CARNET DES ÉTUDIANTS,” “COHORTE 25 26,” as well as “ÉCOLE DE DANSE ET CENTRE CHORÉGRAPHIQUE” and the address “1435 RUE DRUMMOND, MONTRÉAL, QC H3G 1W4,” with an integrated dancer photograph and graphic lines on the cover. On the right, a dancer is photographed in a studio against a neutral background, captured in an expressive pose with one arm raised and one leg bent.
A stack of printed materials displayed on a black background featuring a poster for Ballet Divertimento. The central poster shows the text “ÉCOLE DE DANSE & CENTRE CHORÉGRAPHIQUE” and “BALLET DIVERTIMENTO,” with a circular graphic composition made of linear markings. At the bottom of the poster appears the address “1435 RUE DRUMMOND, MONTRÉAL, QUÉBEC, H3G 1W4.” The background layers reveal typographic markers “B” and “D,” along with partially visible text reading “BALLET DIVERTIMENTO.”
A summary visual titled “PERFORMANCES ET RÉSULTATS” presenting four key metrics: “-27%” with the caption “RÉDUCTION DU COÛT PAR LEAD DEPUIS LE REBRAND,” “2100” with the caption “PROSPECTS QUALIFIÉS,” “2.5 M” with the caption “IMPRESSIONS,” and “432 K” with the caption “PERSONNES ATTEINTES.” Curved lines and black dots visually connect the metrics within a graphic composition on a light background.
A set of digital visuals presenting social media posts and content layouts for Ballet Divertimento. At the top left, a post displays the text “JEUNESSE RÉCRÉATIF,” “BALLET DIVERTIMENTO,” and an image of two young dancers wearing pink leotards and tutus. Nearby, a visual features a dancer with graphic elements and the text “BALLET DIVERTIMENTO.” A central panel shows “SESSIONS ANNUELLES” with a list including “PETITS – 4 ANS,” “PRÉBALLET – 5 ANS,” “LES PETITS PAS – 6 ANS,” “LES TEMPS LIÉS – 7 ANS,” “LES ARABESQUES – 8-9 ANS,” “LES SAUTS – 10-11 ANS,” and “LES POINTES – 12 ANS ET PLUS.” On the right, a vertical visual presents two young dancers with the text “BALLET DIVERTIMENTO” and “UNE ÉCOLE CHORÉGRAPHIQUE POUR S’ÉPANOUIR PAR LE MOUVEMENT ET LA DISCIPLINE.” At the bottom left, a post displays “INTRO BALLET” and “BALLET DIVERTIMENTO.” In the center, a vertical panel reads “INTRO BALLET” with the list “POSTURE,” “COORDINATION,” “POSITIONS,” “TRAVAIL À LA BARRE,” and “TRAVAIL AU CENTRE.” On the right, an information panel shows “14 COURS DE 75 MINUTES,” “325$ POUR LA SESSION,” “1 COURS PAR SEMAINE,” and “LUNDI, MERCREDI OU SAMEDI.”
A duo of dancers photographed in a studio against a neutral background, showing a male dancer lifting a female dancer in a suspended choreographic position. The letters “B” and “D” appear on either side of the composition, overlaid on a graphic grid that structures the image and emphasizes balance and axis.

By Sculpture

Client : Ballet Divertimento | Christine Cyr & Anne-Valérie Côté
Creative & Brand Direction: Nadège Dionne-Tremblay
Art Direction: Nadège Dionne-Tremblay & Lou Tondellier
Graphic Design: Lou Tondellier & Nicolas Lambert
Media: Nicolas Maheu
Strategy & Consulting: Nadège Dionne-Tremblay
Photography: Charlie Deuner
Photography Support: Frédérik Boudreault
MUA: Nelly C
Styling: Anthony Abdo
Choreography: Kristen Cyr
Dancers: Sarah B, Sana, Sarah D, Virginie, Elias, Élysabeth & Roberto

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