In recent years, the Tasmanian Symphony Orchestra has focused on expanding its target demographic. Traditionally, TSO attendance has comprised mostly of classic music enthusiasts over 50 years old. So, the goal has been to include a younger and more diverse demographic in their audiences.
For the 2022 TSO season, the brief was to showcase their homegrown but world-class talent. As a result, the look and feel of all content for the year ahead focuses on the concerto soloists coupled with bright and clean design elements.
The season brochure spearheads the campaign, so we started with this, then applied the look to a range of collateral like banners, billboards, buses, posters, and social media.
The TSO shared that,