The new design is built under the theme 'The new era with Edo de Waart' and will be applied across all marketing communications for the orchestra. It is focused on maestro Edo de Waart, who will appear in his first season as the Hong Kong Philharmonic's artistic director and chief conductor.
The marketing communications will include a season guide, invitation for the launch of the programme, ticket holders, postcards and the overall style guide for the house programme, as well as print advertising, concert leaflets and posters.
Monopoly managing director, Andy Blank, who led the project to establish the new image said one of the key challenges for the creative team was developing a compelling and visually-striking design that would heighten the profile and generate buzz for the Hong Kong Philharmonic's upcoming season.
"The essence of the design was to introduce engaging imagery to create a clean and captivating appeal," he said. "Black and white photography captures Edo de Waart in natural, real scenarios, orchestral poses. A focus on body language draws the audience in forming an initial relationship and reflecting brand values of vigour, integrity, passion and trust. Core values of quality and professionalism are also effectively portrayed throughout the full range of materials."
