Melbourne Symphony Orchestra

Branding, Design & Art Direction

In 2013, MSO had faced the fact its fan base was ageing and subscriber numbers were plateauing. In a city that seems to host a new cultural festival each week, MSO needed to dramatically shift to engage a more diverse audience. Round worked closely with the team at MSO to create a revolutionary new strategy and identity designed to redefine the organisation’s vision and image. As an homage to its classical roots, the new identity was inspired by the calligraphic features familiar to this genre. With these bold typographic foundations, my role was to create a system with the new identity to work across a spectrum of offerings; ranging from the classic through to the more contemporary. Alongside producing iconic imagery for brand campaigns, I also defined a moving image direction capturing the emotion of sound by translating the imagery into simple, emotive motion.

** Finalist — AGDA Awards 2016 **
** Finalist — Best Awards 2016 **

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©2020  Leah Procko