With the new season approaching, the Symphony required a new set of materials with an updated look and message. An aging audience also required the Symphony to begin reaching out to the younger boomer demographic to cultivate brand loyalty.
The City of Victoria; quaint, charming and notably friendly. It is a city full of unwavering enthusiasm for its community and natural surroundings. A city that always makes time to get outside and enjoy the stunning beauty of the area in which they live.
Being a central cultural landmark to the city, the Victoria Symphony holds these same beliefs close to its heart. They celebrate the community in which they live as much as they celebrate the music that they play. For this reason, the core message of the 2012-2013 Victoria Symphony season is “Celebrating the movements around us.”
Featured in Applied Arts 2012 Student Awards for complete brand identity
The baby boomer generation constitutes upwards of 36% of the presence on the internet.
With that in mind the Victoria Symphony had to create an experience in keeping with their own dynamic personality. Using HTML 5 and re-thinking the illustration to add depth to the digital realm in order to create a memorable experience that is in line with the Symphonies positioning of “celebrating the movements around us”. The navigation was paired down into five main categories and a simple sub-category system for each, in contrast to their previous cluttered and unintuitive website, allowing for ease of exploration.