Opera Australia is Australia’s national opera company. Each year it hosts over 600 performances in venues across Australia. Along with Artistic Director, Lyndon Terracini's vision of creating a new opera for everyone, We were tasked to breathe new life into their brand and attract new audiences.
There's so much more to opera than just the performance on the stage. From the costumes, to the set design, to the directors, this new brand seeks to express that opera is anything but one-dimensional.
We first devised a logo system that could open up opera. From OA, to OPERA, to OPERA AUSTRALIA, the identity expands to contain the rich and diverse range of activities the organisation represents.
We also introduced a series of vertical bars, inspired by musical notation, that represent the different instruments and voices; These vary in thickness and length to help visualise the crescendos and diminuendos that are present in any aria.
Imagery was designed to communicate the mood and uniqueness of each production; For the 2014 season, we concept and art directed 12 shots, each with it's own distinct visual style to help people understand opera's breadth. By engaging internationally acclaimed Australian fashion photographer, Georges Antoni, we were able to bring this to life, and add a contemporary twist to the classic content.
Created with Chris Maclean, Ami Gainford and the team at Interbrand Australia.
Brand New Awards 2014 - 'Best of Show'
Brand New Awards 2014 - 'Best of Category'
Brand New Best Voted Rebrands 2013 - #11