Landor Case Study: Australian Youth Orchestra , Secret

Landor work: Australian Youth Orchestra animation from Landor Associates on Vimeo.

Date

2012

Client

Australian Youth Orchestra

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Context

With exciting new artist collaborations, upcoming global tours, and the need for extra funding support, 2012 seemed the perfect time to refresh AYO’s look. The new identity had to represent the talents of Australia’s best young classical musicians, from emerging, gifted school-age students to youth on the verge of a professional career.

Challenge

To reflect AYO’s positioning of raw talent to perfect harmony and inspired by the lines and spaces of a musical staff, we constructed an inner and outer configuration for each of the three letters in the identity. The inner letters are informal and quirky, representing raw talent; the outer letters are balanced and structured, representing perfect harmony.

Results

The refreshed identity is flexible and dynamic, expressing AYO’s diverse and vibrant approach to music. It appears in two versions—static and animated, where the letters move to the orchestra’s performance of Shostakovich. Best of all, the new identity has excited the organization and Australia’s young musicians: Applications for all courses in 2012 have increased 17 percent from 2011.

http://www.ayo.com.au

http://landor.com/#!/work/case-studies/australian-youth-orchestra/

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Secret brand vision experience from Landor Associates on Vimeo.

Brand

Secret

Secret needed a way to exhibit its recent work and long-term brand vision at the 2011 annual P&G Beauty State of Design Review. In the past, brands typically presented beautiful shelf displays and printed materials, but we wanted to tell Secret’s story in a different way. We imagined and then built an interactive future shopping experience that allows users to navigate product choices, make selections, and visualize future possibilities for the brand. Our interactive table experience was highly acclaimed and has inspired ways to evolve the brand and the Secret shopping experience

http://landor.com/#!/work/case-studies/secret-brand-vision-experience/