Country Base: Germany
Industry/Sector/Keywords: Ballet, Education, Foundations, Cultural Institutions, Music, Dance
Below: Before and After Images in Slide Show, Summary, Credits


Industry Setting

Looking back at its 37-year history, „Heinz-Bosl-Stiftung“ has become a hallmark of excellence in ballet education worldwide. Heinz Bosl and his partner Konstanze Veron were Munich’s favorite ballet couple for almost a decade. When Heinz Bosl died early in 1975, Konstanze Veron wished to keep his legacy alive and named the foundation after him.

Together with the Bavarian State Ballet and the Ballet Academy of the University of Music and Performing Arts Munich, the foundation provides accommodation, scholarships and employment of ballet teachers. The foundation acts as an independent entity, focusing on ensuring the general framework conditions in order to best facilitate artistic growth of young talents.


Against the background of management reshuffle and a barely existing visual identity, we were commissioned with the complete redevelopment of the company’s brand and underlying strategy. Heinz-Bosl-Stiftung should be perceived in a whole new light, reflecting its aspiration for excellence and it’s offering of one of the best ballet education programs. The new identity system should work throughout all touchpoints and express the essence of Heinz Bosl’s life – movement and rhythm.


The project began with in-depth research to gain insights about the founders and key stakeholders. Following workshops with the management, we mutually set the direction for brand strategy and visual development. The new visual identity is based on the word mark „HEINZ-BOSL-STIFTUNG“ and its abbreviation ”HBS”. Typography is used in a playful manner, creating patterns that reflect the dynamics of ballet dancing and underline the reputation of the foundation.


We developed an entirely new design solution aimed to present the foundation in a contemporary way. The foundation board, consisting of decisions makers from the industry and cultural institutions, now recognizes the new website not only as HBS’ face to the world but also as a highly regarded communication platform. The rebranding has gained a lot of awareness among Munich’s cultural audience and has promoted the students’ sense of community and self-confidence.


Client: Heinz Bosl Stiftung –
Director: Ivan Liška

Brand Strategists/Designers: INTO Branding –

Creative Direction:
Florian Schubert
Florian Ruta

Brand Strategy:
Philipp Zwingel
Veneta Christova

Lisa M_rtl