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
- Social Content
- Newsletter & Blog
- Product Descriptions
- Packaging
- Signage & Wayfinding
