About

Established between Melbourne and NYC, Ballet Season is a creative communications studio specializing in brand direction, strategy, and copywriting for beauty, fashion, and retail. Guided by an editorial palette and a principle of frill and function, Ballet Season creates poignant and elevated brand experiences that inspire and convert. Our work is informed by global cultural insight, close client collaboration, and a love of tasteful aesthetics and language—from conception to execution.

Founder

Ballet Season is a business-and-pleasure project by Lauren Alice McCurry, an NYC-based creative director, strategist, and copywriter. Her work combines purposeful eclecticism and balanced prose to create impactful brand experiences that linger on the senses. Her focus ranges from commercially-relevant identities to poetically charged compositions—utilizing a decade of creative industry experience, a master's degree in publishing, and interests spanning creative writing, fashion history, and reality TV.

Creative Direction

  • Visual Identity
  • Art Direction & Styling
  • Campaign & Photoshoot Ideation
  • Experiential Marketing & Activations
  • Brand Refresh & Rebranding
  • Creative Concept Development
  • Digital & IRL Merchandising

Brand Building

  • Naming
  • Tone of Voice
  • Market Analysis & Differentiation
  • Values & Pillars
  • Launch & Expansion Roadmaps
  • Partnerships
  • Internal Company Style Guides

Content Strategy

  • Brand Storytelling
  • Content Calendars
  • Integrated Campaigns
  • SEO Enhancement
  • Social Media Strategy
  • Email Marketing Strategy
  • Performance Metrics & Reporting

Copywriting

  • Website
  • Email
  • Social Content
  • Newsletter & Blog
  • Product Descriptions
  • Packaging
  • Signage & Wayfinding
Macy's Iconic American Retail Art Direction, Content Strategy, Copywriting
Kulfi Expressive, Inclusive Beauty Copywriting
Elle Magazine Global Fashion Voice Art Direction, Content Strategy
Tinder Pioneers of Swiping Right Content Strategy, Copywriting
Nomia NY-Centric Womenswear Customer Care
BYTE Dental Care for the People Copywriting
YOU:TIME Stockholm’s Answer to TLC Brand Building, Content Strategy, Copywriting
RADICAL YES Forward-Thinking Footwear Brand Building, Content Strategy, Copywriting
HENNE Ever-Evolving RTW Brand Building, Content Strategy, Copywriting
ADJOAA Africa’s Fashion Marketplace Brand Building, Content Strategy, Copywriting
GENTLE HABITS Grounded Goods Brand Building, Content Strategy, Copywriting
AMEON Biomedical Skincare Brand Building, Content Strategy, Copywriting
BILT The Renter’s Credit Card Copywriting
SIBLING SKIN Future-Facing Skincare Brand Building, Content Strategy, Copywriting
GOOD TIMES PILATES Feel Good Movement Brand Building, Content Strategy, Copywriting