Client: Young Voices
Project: Revitalisation
A life changing music education programme
Young Voices is the world’s largest school choir concert series, and the organisation celebrated its 25th anniversary in 2022. There are comprises Young Voices UK, Young Voices International and the Young Voices Foundation - a music education charity. The organisation has organised concerts globally, including in the UK, Germany, South Africa, Trinidad and the USA.
The challenge we faced was revitalising a beloved but ‘tired’ brand and making it fit for future growth with new audiences via new channels, partnerships, and entering new markets.
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A brand for the future
Revitalising the Young Voices brand required ensuring the heritage and goodwill associated with the 25-year-old brand were analysed and woven, where appropriate, into the development process.
Conducting a design audit across channels, contexts and stakeholders where Young Voices engaged was the first step in the development process. Defining the brand purpose acted as a ‘north star’ in providing strategic direction and guiding brand archetype selection.
Audience definition using our Values ModesTM analysis tool provided a deep understanding of Innovators and Early Adopters, effectively bridging current and future audience needs and highlighting a series of potential product and service innovation opportunities.
Sing it loud.Developing a comprehensive verbal and visual identity and brand guidelines outlining the audience and brand archetype provided a framework for the consistent roll-out of the new identity across the UK and international markets. The new Young Voices visual and verbal identity launch ensued during Q3 2022.
