Opera Australia Rebrand
Reaching new audiences
Context
Opera Australia is the largest arts organisation in
Australia presenting over 600 annual performances
to more than half a million people. With opera ticket
sales in decline the world over, the Artistic Director
set a bold new vision to play more variety, to more
people, in more places, more frequently.
Challenge
To break down barriers for new audiences with
an identity that counteracts preconceived ideas.
Creating a brand that embodies the belief that
opera is for everyone.
Concept
The strategy dictated the brand must “open up
opera”. Having found a gift (the abbreviation, full
name and charity all start with “O” and end in “A”)
a linear device was created to visually represent the
opening of opera. The lines both define and frame
the wide variety within. Simply black or white the
brand allows imagery the freedom to be any colour.
Expressing musicality
The vertical lines in the logo inspired the wider
graphic language. Lines, in varying length and
thickness, are playfully used on applications
like musical notes on sheet music. They divide,
organise and anchor any words and imagery.
Showcasing genres
Instead of defining one imagery style many were
encouraged to represent the diverse genres that
exist in opera as they do in music, film and food.
Each season shot with maximum variety in mind,
each image inspired by the show and its uniqueness.
Programme redesigned using the new brand.
The front cover showcases a well known
opera, Carmen, with a striking new image.
A new tone of voice pivoted away from
academic language, seeking unexpected
narratives to surprise and intrigue.
The new brand typeface was chosen for
it’s variety, allowing it to shift from soft
and poetic, to bold and unforgiving.
Romance, drama, comedy, kids and
more, were expressed by a unique image
that captured the essence of each opera.
Romance, drama, comedy, kids and
more, were expressed by a unique image
that captured the essence of each opera.
Romance, drama, comedy, kids and
more, were expressed by a unique image
that captured the essence of each opera.
The new branding has only been out a few days, but already there is a sense from staff and patrons that they are more proud to be associated with the company, and from others that it’s time to take another look at Opera Australia.
Georgia Rivers
Sales Director, Opera Australia
