Description:

Inviting a new generation to experience the world’s most moving music.

The Sydney Symphony Orchestra (SSO) attracts a highly devoted yet ageing community of supporters. In a city overflowing with contemporary culture, the classical music art-form has struggled to cut through with younger audiences, we had to reposition the orchestra for a digital-first audience, casting classical music in a 
fresh and 21st Century light.

The SSO is Australia’s flagship orchestra and performs up to 150 concerts a year to a combined annual audience of more than 350,000. They attract a highly devoted though ageing community of supporters. Yet in a city overflowing with contemporary culture, the classical music art-form has struggled to cut through to younger audiences, whose support is critical to the orchestra’s future prosperity.

The challenge was to build an extension of the Orchestra’s operations online, streamline employee experience through automation, and connect a new generation’s audiences through a stunning platform that presents the majestic sounds that are the SSO.

Both the orchestra’s musicians and its most passionate fans understand the unmatched emotional impact of classical music when it’s experienced up-close - a feeling that many young and culturally engaged people have yet to encounter for themselves.

This insight led us to a fresh creative territory - ‘Feel more’ – which underscores the idea that classical music, played by world-class musicians, has the power to move us all.

 We created a new identity that embodies the ‘Feel more’ idea by making the brand’s ideas move and vibrate.

By bringing a contemporary informality to the company, we conveyed the orchestra’s music, its composers, and its musicians in a much more intriguing and emotionally evocative way and engaged new and old audiences in a design that reflects our rapidly changing times.