Voice and Chamber Music New Zealand formed a creative partnership in 2017 with the view to helping Chamber Music New Zealand boost audiences. It is a current global focus to engage younger audiences with classical art forms. Voice’s job here, to help Chamber Music New Zealand achieve this without alienating existing, highly loyal, often philanthropic followers.
A hero collateral piece, the 2018 seasonal brochure, was chosen as the place to begin to mark that change.
The presenting challenges included:
- Developing creative that acted as a transition piece between the existing brand look/feel and the future development of the Chamber Music New Zealand 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 the iterative process to help both agency and client 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 an 'amuse bouche’ of things to come. I think we have achieved that”, says Voice Creative Director, Sean McGarry.