International strategy studio Untangld has been appointed to to deliver an evolved brand and messaging strategy for The Australian Ballet.
Untangld will collaborate closely with The Australian Ballet’s in-house marketing, creative and digital teams, as well as their research and media partners, to evolve the brand and deepen audience engagement across all touchpoints.
Untangld co-founder James Needham said: “The Australian Ballet stands at the intersection of art, movement and meaning. It’s a brand that embodies both heritage and progress. To help chart its next chapter is a privilege and a unique opportunity to reimagine how one of Australia’s most admired cultural institutions can engage a wider audience while staying deeply rooted in its story.”
Lyndell Pond, director of marketing and brand at The Australian Ballet, said: “Untangld brings a rare mix of clarity, creativity and practicality as we shape the next chapter of our brand. They deeply understand how to bridge culture, story and audience. We’re excited to have them alongside us as we look to the future.”
Recent partnerships across government, luxury retail, global beverage, telecommunications technology, and social impact sectors underscore Untangld’s growing influence in driving strategic transformation at the executive level.
Untangld was founded by Danish Chan, James Needham and Jamal Cassim in 2020. In 2023, Untangld launched its presence in Europe headed by Emily Gray, and last year won Global Small Agency of the Year at the Creativepool awards in London. This follows accolades from Financial Review, SmartCompany and FastCompany Most Innovative.
This milestone adds to a series of significant new partnerships across Australia and abroad, including Royal Australian Mint, Perry Ellis / Nike, Legal & General, King Living and Dimple Color, as Untangld’s reputation for fusing strategy, culture and experience continues to attract some of the world’s most respected organisations.
