Voice and Chamber Music New Zealand (CMNZ) formed a creative partnership in 2017 with the view to helping Chamber Music New Zealand boost audiences. Voice’s job here, to help CMNZ achieve this without alienating existing, highly loyal, followers.
A hero collateral piece, the 2018 seasonal brochure, was chosen as the place to begin to mark that change.
Presenting challenges included:
- Developing creative that acted as a transition piece between the existing look/feel and any future development of the brand.
- Utilising limited imagery assets both of artists and instruments that was authentic, accurate and engaging
- Ensuring the creative took small steps towards the goal of engaging new audiences
Voice used an iterative process to help strike the critical ‘creative point of balance’ between old and new. Modernist typefaces, prism images creating a kaleidoscopic affect and an on-trend colour palette achieved these goals. “Strategic work on the brand is still in progress so we wanted to offer a bit of 'things to come'. I think we have achieved that”, says Voice Creative Director, Sean McGarry.