As part of my master’s degree at King’s College London, I had the opportunity to work on an exciting consultancy project for the Royal Ballet and Opera. Our team was tasked with evaluating the impact of their recent rebrand, assessing how effectively it resonated with audiences. Using a mixed-method approach, we conducted in-depth interviews and a survey to gather primary research, uncovering key insights into public perception. Based on our findings, we developed strategic recommendations and a campaign idea aimed at engaging young people and global minorities, making the brand more inclusive and accessible to new audiences.