Hong Kong Philharmonic Gets New Visual Idenity

(CelebrityAccess MediaWire) —
Marketing and design agency, Monopoly Design, has unveiled a new visual identity to launch the Hong Kong Philharmonic Orchestra's 2004 / 2005 concert series.
The season, which runs through July, welcomes for the first time maestro Edo de Waart in his first season as the Hong Kong Philharmonic's artistic director and chief conductor.

The new design is consequently themed, "The new era with Edo de Waart" and has been applied across all marketing communications for the orchestra. This includes all collateral print materials for the 2004 / 2005 season from the season guide, invitation for the launch of the programme, ticket holder, postcards and the overall style guide for the house programme, print ads, the concert leaflet, to the always popular concert poster.

Monopoly Managing Director, Andy Blank, who led the project to establish the new image, notes that one of the biggest challenges for the creative team was to create a compelling and visually striking design that would heighten the profile and generate excitement for the Hong Kong Philharmonic's forthcoming season. "The essence of our design was to introduce engaging imagery to create a clean and captivating appeal," states Blank.

Black and white photography captures Edo de Waart in natural, real scenario, orchestral poses. A focus on body language draws the audience in forming an initial relationship and reflecting brand values of vigor, integrity, passion and trust. Core values of quality and professionalism are also effectively portrayed throughout the full range of materials.

"The new design takes the Hong Kong Philharmonic brand to another level, truly reflecting a new image for the Orchestra under the leadership of our new artistic director. It also captures the spirit of this year's concert series which, once again, brings together legendary performers and overwhelming musical experiences," says Joseph Wong, head of marketing of the Hong Kong Philharmonic Orchestra.
"Of the whole process, Monopoly's work has been exceptional. The creative and development process was, for us, relatively straightforward and we received unparallel effort and input from the team at Monopoly Design. We are therefore confident that the designs will make this year's programme stand out, complementing our efforts to brand the Hong Kong Philharmonic on the international stage as Asia's world orchestra." –Bob Grossweiner and Jane Cohen