Victorian Youth Symphony Orchestra #RAW VYSO
A raw, passionate and visually challenging rebrand for a traditionally conservative orchestra.
A raw, passionate and visually challenging rebrand for a traditionally conservative orchestra.
The VYSO 2017 Season imagery was as artistic and expressive as the music itself - full of unexpected and contrasting imagery.
The imagery for each concert took inspiration from the image rich words of VYSO Artistic Director: Ingrid Martin. The #RawVYSO iconography was built around eight-line markings taken from the action of the conductor’s batton and reimagined in unique ways across each concert.
The campaign ran across outdoor, print, social media (Instagram and Facebook) and into the concert itself with arresting visuals that challenge all the expected conventions of the genre, aiming to get young Melbournians excited about going to go see an orchestra.
Executive Creative Director: Kieran Antill
Head of Design: Ander Hernando
Art Director: Elliott Nimmo
Account Director: Melody Chia
VYSO Artistic Director: Ingrid Martin
Photographers: Matthew Jensen, Theo Moustakas
Stylist: Juliette Booth
Image Retouchers: Ashlee Pritchard, Paul Vinella
The Cannery Studio Manager: Julia Goldie
Agency Editor: Dave Wade
Agency Producers: Emma Donaldson, Stephanie McDonald
