Re-brand, brand rollout, poster series, programmes and website for this small, award-winning opera company. HGO works with singers at the start of their career giving audiences the chance to see "tomorrow's stars, today".
|
PROJECT introduction
North London's leading opera company, HGO, required a rebrand to appeal to new younger audiences and continue to attract performers at the start of their career. A new identity, logo and design scheme for opera and concert productions was created. The brand was rolled out across socials and print materials. PROJECT delivery The opera company works with singers at the start of their career, giving audiences the chance to see "tomorrow's stars, today". They perform operas twice a year at Jackson's Lane Theatre, Highgate, a relatively small venue which, unlike the West End, creates an intimacy which draws the audience in. The logo design is based on the breathe musical notation, the pause before the curtain rises, the moment of silence when the aria finishes, the breathless moment when you sit down in the opera theatre waiting for the magic to happen. Each new opera production requires a unique visual identity to attract audiences, clueing them into the director's vision and driving ticket sales. The brand guidelines focus on a simple grid which allows the poster to be adapted for print and digital marketing. Each image must be a close up of a face, with particular emphasis on the eyes. This reflects the intimacy of HGO operas where audiences are close to the action. The style of the image reflects the time period when the opera is set or the thematic approach. Materials produced for print: flyers, posters, programmes. Social media: banners and post graphics. Discover the full poster and programme back catalogue 2017-2023: HGO archive. PROJECT results The opera company flourished from 2018 onwards as the venue moved to Jackson's Lane Theatre in Highgate. The re-brand attracted a greater number of applicants at audition. "We have a brilliant logo, I have always thought it brilliant, but lots of people I have been dealing with have also said so too." Roger Sainsbury, HGO Chairman 2016-2021. "You have created a brand image which is very valuable to us, clearly setting out our activities and recognised in the community. The images you have created have been ideal for our productions and have played a vital part in marketing and advertising them to our audiences. We are enormously grateful for your input and the Board of Trustees endorse this gratitude." David Conway, HGO Chairman 2021 onwards. 
|