Urdang is one of the world’s leading performing arts institutions. As Brand Guardians and long-term Non-Exec partners, we were tasked with evolving its visual identity, marketing strategy, and physical environments to reflect its global ambition, attracting top-tier talent, students, and collaborators across new markets.

We led a full brand strategy and creative overhaul, developing a bold, credible marque that captured Urdang’s stature and spirit. This injected new energy across every brand touchpoint, from campaigns, website, and print to motion, interiors, and photography, uniting performance with presence.

Over more than a decade, our work supported Urdang’s evolution into a multi-dimensional business, expanding into talent management, PR, syllabus development, production, and beyond. This growth led to the creation of two distinct brands, allowing the founder to pursue new ventures while exploring a sale of the academy itself.