|Title||MOMENTUM ENSEMBLE EVENT POSTERS|
|Brand||AUSTRALIAN YOUTH ORCHESTRA|
|Product / Service||MUSICAL PERFORMANCES|
|Entrant||LANDOR ASSOCIATES Sydney, AUSTRALIA|
|Entrant Company||LANDOR ASSOCIATES Sydney, AUSTRALIA|
|Advertising Agency||LANDOR ASSOCIATES Sydney, AUSTRALIA|
|Mike Staniford||Landor||Executive Creative Director|
|Nichola Dearn||Landor||Creative Director|
|Matt Morgan||Landor||Design Director|
|Ben Chandler||Landor||Design Director|
We developed a new identity to represent their radical self-expression, unconventional scores and performances in unexpected venues. In order to capture new audiences to grow funding for the Australian Youth Orchestra we needed to create a striking campaign that would reflect the individual performances and musical styles of the ensemble that would excite a wider audience.
Momentum Ensemble are the elite musicians from the Australian Youth Orchestra who develop unconventional partnerships with artists and composers outside of the traditional classical sector giving a new dimension to their music. Their performances are designed to make classical music more accessible and appeal to a wider audience by bringing new interpretations and unconventional scores to audiences outside of the traditional environment. Performances include partnerships with didgeridoo artist William Barton and rock band John Butler Trio, performed in in spaces such as the MCA and urban spaces.
Our strategy was the same as the musicians – stretch the notes and bend the lines to change the way we see the music. The posters were developed to reflect the individual performances and musical styles as interpreted by the Momentum Ensemble. Each poster had a different execution technique to represent the theme of the concert. e.g: Aboriginal inspired musical lines covering the distorted 'O' from the logo for a William Barton concert, hand written lyrics flowing out of a 3D structural form for a Katie Noonan (singer song writer) concert.
Beyond wider audience appeal and vital financial gain for the AYO, the engaging scheme is driving traffic to the AYO training schemes having made the orchestra super cool.