London Oriana Choir
Orchestrating a rebrand
London Oriana Choir commissioned us to develop a brand that would properly reflect their amazing group of singers and be versatile enough to support their broad repertoire and rich history.
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Creating a brand during lockdown

A choir with diverse repertoire

The London Oriana Choir is cherished for its versatility amongst singers and audience goers. From Mozart one evening to performing with Madonna at the O2 the next. The identity needed to be daring and dashing in equal measure; able to reflect the mood of a composer as easily as it could play second fiddle when needed.

‘Ben and his team were highly supportive as they brought us through the various stages of the design process – together by name and by nature. We were impressed by their creativity, collaborative approach and commitment to ensuring we reached our goal. They encouraged us to be bold and there were no compromises.’

Lizann Peppard

Director, London Oriana Choir

Interested in what our client said?

Read Lizann’s full testimonial

 

STRATEGY AND NARRATIVE

The voice of the choir

Immersing ourselves into the choirs world was a challenge due to lockdown, but by attending virtual rehearsals, and even a bit of singing, talking with members and stakeholders via zoom gave a great picture of life in the choir, what was important to them and what they thought would make their new identity speak, if not sing for them. Through a series of virtual workshops we teased out characteristics and associated visual concepts to pursue in our development phases.

STRATEGY AND NARRATIVE

The voice of the choir

Immersing ourselves into the choir's world was a challenge due to lockdown, but by attending virtual rehearsals, and even a bit of singing, talking with members and stakeholders via zoom, we were able to form a great picture of life in the choir, gauge what was important to them and figure out what they thought would make their new identity speak, if not sing, for them. Through a series of virtual workshops we teased out characteristics and associated visual concepts to pursue in our development phases.
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VISUAL CONCEPT

The story of the brand

The beauty of music is that from the same building blocks can come the most profoundly different sounds, that have the power to make us feel an incredible range of emotions. We knew we wanted to represent this dynamism.
Choral music is very often made up of 4 parts, SATB (Soprano, Alto, Tenor, Bass) and each part often has two harmonic lines. We arranged 8 lines in a stave-like pattern and cropped them within 8 segments of an octagon. We then rotate these lines so that no two segments are alike, giving a feeling of variety, movement, and life.
We also wanted to create a mark that immediately represented the choir and audience and something that contained an ‘O’ and a ‘C’ of Oriana Choir, however subtle. Our motion graphics bring the brand and its concept to life.

PROMOTIONAL MATERIALS

Accessible templates

Oriana, like many groups, societies or even bigger organisations, can often struggle to amass or be certain of having high-quality visual assets or photography for their own promotional material. In those instances we make sure that the brands we develop will be able to work just as successfully with nothing more than text as the raw content for ongoing materials. For Oriana, we produced a variety of templates to enable them to produce high-quality promotional materials using non-professional, readily available software.

THE WEBSITE

Updates within limits

Whilst we normally create bespoke sites and content management systems (CMS) for our clients, LOC’s existing off-the-shelf solution had the flexibility to be adapted and aligned with the new branding, and offered a cheaper solution to starting from scratch. It’s not an approach we’d recommend for everyone, so if you’d like advice about your new site contact us at studio@togethercreative.co.uk

WHAT THE CLIENT SAID

We chose Together Creative from our shortlist as we felt that they thoroughly understood who we were and what we wanted to achieve. We were looking for a new brand concept that would make us stand out from the crowd but also capture the multi-faceted character of the choir, ranging from its flexibility and professionalism to friendliness and fun. We also had the added challenge of producing a new image that would be welcomed and adopted by the diverse 100+ membership of the choir, many of whom had been with us for years.

Ben and his team were highly supportive as they brought us through the various stages of the design process – together by name and by nature. We were impressed by their creativity, collaborative approach and commitment to ensuring we reached our goal. They encouraged us to be bold and there were no compromises.

We are all delighted with the final result and feel it has both captured the essence of the choir and given us a high quality springboard from which we can launch our various projects in the long-term. We would work with them again and would have no hesitation in recommending them to others.

Lizann Peppard

Director, London Oriana Choir