For the BAM Winter/Spring 2014 Season, I felt we needed to refresh the visual identity — not by ignoring the established look, but by embracing the past. I aimed to move the brand forward, in a clear evolution of design. This is achieved not with a heavy hand, but with subtleties in typographic and photographic treatment.

A soft palette combined with airy typography and a clear photographic style — these are the marks of the season. The aesthetic has a distinct mood, one that mirrors the mood of the performances on stage. I kept it elegant and sophisticated, yet current — marrying my own personal style, the BAM style, and emerging trends in design.