We were commissioned by the London Symphony Orchestra in 2015, to strategically review their brand communications in light of the appointment of Sir Simon Rattle from 2017 (an exciting and important partnership based on shared values of accessibility, passion and progressive ideas). The Orchestra has a rich heritage and long-standing reputation as a brave and progressive company, but were failing to stand out in a sector of overwhelmingly traditional orchestra communications.
Inspired by the LSO logo, we started at the same place that the performance does – with the conductor. Using motion data technology (12 cameras, 120fps), we captured Sir Simon’s conducting movements. A digital artist transformed the data into a series of animations, reflecting the music’s emotional qualities through colour, texture and motion. The films and subsequent stills form a visual language for the 2017/18 season across moving image & print applications. The conductor’s movements were also integrated into the typography, altogether placing Sir Simon at the very heart of the brand.