Queensland Symphony Orchestra.
When it comes to rebranding we’re pretty A-sharp
Here at Nick Did This we’re fans of all music from Strauss to Shaggy, so when the Queensland Symphony Orchestra came to us for a rebrand we were more excited than a 16-year-old girl at a One Direction concert.
What needed to be done
The Queensland Symphony Orchestra has been an important part of the arts scene in Queensland for over 50 years, but had lost touch with younger audiences in recent times. So it was up to Nick Did This to show that classical music is more timeless than old-fashioned, and that there’s a lot more to the genre than just compositions written hundreds of years ago (though some of them are pretty cool). It was time for the Orchestra and audiences to shake off any preconceived ideas and let themselves go.
What we did
By working with everyone at the orchestra we were able to come up with a new logo, positioning statement (Let Yourself Go), season program and look and feel that are now appearing everywhere. The rebrand has had overwhelmingly positive reviews from everyone from the Board, Alondra de la Parra (Musical Director) and the musicians to the administration staff and audiences. And to be honest we’re pretty proud of it as well.
Need-to-know best bit
What started as a logo redesign became a whole new brand identity. In keeping with Queensland Symphony Orchestra’s strategic objectives to connect with new audiences and bring its magic to a new generation of music lovers, we developed a refreshed, contemporary brand with stretch. And we got to show off a topless orchestra musician complete with full torso tattoo. Music to our ears!
Nick Did This…
Marketing strategy, board presentation, brand development, copywriting, graphic design, content creation, collateral development and the creation of a new mantra that is driving cultural change inside and outside the organisation – Let Yourself Go.