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Student Work
Brief: Conceptualise and design the collateral for a campaign which aims to reposition the Sydney Symphony Orchestra towards a younger demographic.
Concept: Symphony X is a month long, free festival held at the Sydney Opera house and across the Sydney CBD. It aims to introduce classical music and in particular the Sydney Symphony Orchestra, to a younger demographic by providing the unique opportunity for contemporary Australian artists, musicians and actors to collaborate with the Sydney Symphony Orchestra.
The festival will be spread across all genres, using the influence of pop culture to alter perceptions of the orchestra as "boring" or "unengaging". Events will include orchestral accompaniment with live painting and movie screenings, and live music shows with unconventional genre pairings.
Approach: The visual language used throughout the campaign is bold, bright and elegant. I wanted the look and feel of the campaign to appeal to a younger generation without alienating the symphony's current audience. The typeface choice and colour palette has a contemporary feel, while the feature images showcase the instruments beauty of form. The use of collage throughout the campaign reinforces the concept behind the festival and the abstract images are designed to attract attention and intrigue.