Cirque du Soleil can be experienced two ways: through shows, or in consumer experiences away from the shows. A full-fledged lifestyle brand, creating opportunities in other areas of business, including Merchandising and Hospitality, always evoking the most memorable experiences with it’s audiences long after a performance is over. What marks these experiences as distinctly “Cirque” is the unmistakable presence of its values: creativity, humanity, commitment to excellence, global reach, and passion for beauty. These values do not exist as mere guiding ideas but ingrained in the creative process. As a Design Director my objective was to develop products, branding and partnership material based on the company mission and values as well as the departmental business objectives. A checklist ensured all design projects adhered to the brand values.