The Song Company
2008 REBRAND 100 Winners > merit
Industry: Musicians/Music/Recording - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - • Entertainment/Arts – classical vocal music • The Song Company is Australia’s only full time, professional vocal ensemble • The Song Company is considered a world-class vocal ensemble Challenge - • Develop a distinctive position and brand within the crowded performance and entertainment market • The new brand needed to match the world-class quality of The Song Company’s performances, and reflect its innovative and unique style Strategy - • Developed a brand essence to guide how The Song Company thinks and feels about both its offer and its communication – ‘breakthrough performance’. This statement demonstrates the innovative and adventurous, yet pure and controlled quality of The Song Company’s work • Visually, demonstrates this via the use of contrast – large of ‘calm’ contrasted with small and intense areas of colour and/or imagery, as well as the use of the scripted writing (Song) and the clean typeface (Company) in the logo Result - • Launched with their 2007 program, incorporating all concerts for the season • The new brand was very well received both by patrons and singers alike and Principals is now working on the 2008 program, continuing with the new theme • Sales have increased for the 2007 season, and the new identity has given The Song Company a prior professional and impactful edge in the market Credits: Client: The Song Company - www.songcompany.com.au Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Lead Designer: Graham Barton Account Manager: Carolyn Pitt Account Director: Claudia Marvin Print Production: Dean Varndell Strategy: Sandy Belford Client - Position/Name: Antony Jeffrey [back] |
