Scottish Opera

Scottish Opera is a world-renowned company which had a reputation for critically acclaimed yet often financially draining productions. A restructuring plan, which included the loss of a permanent chorus and the entire 2005-2006 season, was followed by the appointment of Alex Reedijk, as General Director. Heading an imaginative yet unfocused team which communicated inconsistently with a shrinking audience, he tasked us with creating a new brand for the company.

Our findings were that the majority of people think that opera is the preserve of the privileged few and have no desire to experience it themselves. Yet paradoxically, its presence is felt more strongly than ever, even in popular media. Our recommendation was to open up opera by playing to its strengths –music, stories, emotions and action – creating an experience that is neither exclusive nor formal, but outgoing and confident.

We identified the company’s vision as being an ambitious, energetic team providing the quality expected by existing audiences, achieved by courageous, inquisitive work which would also attract new audiences in new places. The re-designed identity expresses the brand’s idea of opening up opera: the ‘O’ of ‘Opera’ slides open to create the ‘S’ of ‘Scottish’, on a diagonal line which allows unexpected juxtapositions of images which are used across a wide yet coherent range of communications, from leaflets to the website.

Our work has modernised the brand’s look, brought a focus to strategic decision-making, devised a tone of voice which allows the company to communicate consistently and has provided a clearly-defined new platform for ongoing discussion of the company’s future.

www.scottishopera.org.uk

Design by: Hat Trick Design