For the past 55 years, the National Concerto Competition has offered New Zealand’s young classical musicians a stage to showcase their talent. They came to us to completely refresh their brand, repositioning it for a contemporary teenage audience while staying true to their heritage. Our concept strikes a balance between these traditional and modern tones, putting our star performers and instruments front and centre.
The focal point is the oblique circle, which represents the spotlight and musical notes of each composition. The brand communication's playful typographic style adds to the graphic nature found in the sheet music. The competition's alternating focus is defined by two distinct colour palettes—an electric purple and black for the piano season and a striking coral and sand for the instrumental season. Through layering the chosen instrument as a screen onto of the artwork, we create a dynamic composition that reflects the expression of each concerto performances.
The 2022–2023 competition saw record numbers of entries, and the new brand will keep the music's classical appeal relevant for a contemporary audience.