The Idea

I led the ideation and creative direction for transforming Super Aurora, originally a vibrant Rome-based music festival catering to young fans of pop, rock, rap, indie, disco, and house, into Aurora, a ballet-focused cultural event. After analyzing the festival’s energetic, neon-driven identity, I reimagined it with a visual language centered on elegance, softness, and classical influence—drawing from Roman architecture, ballet aesthetics, and especially Italian étoile Eleonora Abbagnato, whose multifaceted presence as a ballerina, actress, and model strongly appeals to our new audience of classical music fans, young girls, and artistic individuals. Her debut role as Aurora in The Sleeping Beauty became the conceptual anchor for the rebrand, shaping both the festival’s name and narrative connection to ballet.

To preserve the festival’s broad appeal, the rebrand introduces multiple stages: the main stage showcases iconic classical ballets such as Swan Lake, Romeo & Juliet, and Giselle, while additional stages pair international artists, Italian performers, and younger pop figures with ballet-inspired shows—creating experiences designed to resonate with both devoted ballet enthusiasts and the younger audiences accompanying them. This direction guided the logo, lineup, merchandise, social media assets, and packaging, creating a cohesive identity aligned with the festival’s newly expanded audience.