Client
Klangfarben Creative
A new music school and classical concert series based in Brisbane.
Founded by a violin virtuoso with a passion for making classical music enjoyable to learn and accessible to enjoy.
Solutions
- Brand strategy
- Brand identity
- Illustration
- Print design
CHALLENGE
The classical music world is elitist and shrinking
The main challenge was how to balance the brand positioning as a highly skilled academy and concerts by world-class musicians, with engaging people from all walks of life.
As a touring violinist, founder Tabea Sitte-Irwin noticed the dwindling (and aging ) audiences at classical concerts. She saw a need for vibrant and welcoming experiences to engage people in new ways.
In particular, attract concert attendees who may have never been to a classical concert before and prefer not to visit large theatres in the cities.
GOAL
Appeal to a broad audience and convey the refined brand
To establish Klangfarben Creative and its sub-brands as leaders in creating joyful classical music experiences for everyone.
- Brand strategy and identity that looks approachable and warm, yet refined
- Illustration to complement the branding and add musical energy
- Print design that brings the elements together to attract a new classical audience
VALUES + VISION
To nurture the next
generation of music lovers while enriching
the community through meaningful
experiences.
BRAND IDENTITY
Symbolise community, musicality and klangfarben; the German concept of textural range in music.
We worked through a procession of ideas that began with hand painted textured circles, and concluded with a circular, expanded musical stave.
The circle represents community, the open multi-coloured circles represent musical variation and being open to all people.
The final result is a memorable logo and brand identity that feels welcoming, warm, joyful as well setting up expectation for a high quality experience.
RESULTS
Sold out the first concert and brought on a business partner within 2 months.
When you lead your brand with clarity and passion, and have a brand identity to build the right perception and expectation? Everyone wants to be a part of it.
