channel branding
Most of us love the way classical music makes us feel. We love the music itself, but many of us have a perception of classical music as an institution of closed doors and grand venues. We were therefore excited to receive a brief from a passionate client that wanted to open these doors, reaching a fresh audience with a contemporary channel.
sound like?
We started with how the channel sounds. We wanted the channel
to have emotion, to have heart, so we gave it a pulse. This idea came from our
client, Johannes, and we jumped on it – it is a really elegant way of tying
together emotion and music, in the form of rhythm. The music was scored with a
heartbeat at its core, and compositions were written to the classic troupes of
classical music and opera: Love, Joy, Hope, Victory, Envy, Anger, Insanity,
Suspense, Grief and Death. We wanted the audio brand to drive the
creative, and this felt like the perfect solution.
look like?
Classical music is always experienced live. Even a recording
is live and unmixed, and all live performance – on stage, in a club, or in a
concert hall, is beautifully lit.
The channel identity is sound reactive. We illuminated the channel with our signature branding element, and for our idents, with the help of a powerful projector, an able technician, and an Epic Red Dragon, projected music into the environment: owning unexpected places and spaces with a living, sound reactive channel identity: a live performance pulsing with colour.
Classica produces an astonishingly high quantity of its own content. This enables the channel to brand pretty much whichever environment it chooses, including the venues where this content is recorded and filmed – we can brand an orchestra, or the entrance to an opera house in a very clean, distinctive way.
