For too long the Master Chorale has been considered one of LA’s best kept (cultural) secrets. In order to evolve from “underground” to “icon,” we worked with the Chorale on a comprehensive brand & marketing strategy. Our goal; to challenge perceptions about the relevance of choral music now and in the future and bring their art to the widest possible audience – to work them in finding their own voice.
One of our earliest insights was that singing was one of the first arts. Incredibly egalitarian, it requires no tools or instrumentation and has a nearly transcendental effect on those who hear it, regardless of background. With this in mind, we drew inspiration from these real and deeply human aspects of the choir’s music to create a set of custom typefaces that evoke the mechanics and feeling of the human voice.
By looking at the Master Chorale through the lens of our new visual identity, we are able tell a more compelling and cohesive story, one that’s accessible, candid and real, breaking down barriers between performers, audience and institution.
We created photography and film that intimately portrays this uniquely talented and eclectic community of singers. For this seasons campaign, we used the open mouth to evoke the raw and personal emotion of the singer and the uniquely transformative power of the human voice. In combination with Arnaud Pyvka’s photography for the seasonal performances, we mixed the classic and contemporary through the lens of today’s vibrant and colorful Los Angeles.
Our aim was to connect the Chorale more deeply to contemporary LA, to look beyond the concert hall and fashion a unique voice that perfectly encapsulates the notion that the Master Chorale is much more than you expect. To do this we needed to challenge the visual codes of ‘classical’ music by acting and appearing deeply human, sun drenched, and unexpected – quintessentially LA. No longer “the voice of the Walt Disney Concert Hall,’ the Master Chorale represents the many “voices of LA.”