Major7

repositioning a concert tour management company

This concept is one from the graveyard - it sadly never saw the light of day due to a last minute business strategy pivot by the client. But it’s too good not to share!

Since 2015, this company has managed and promoted concert tours and live cultural events - bringing eminent international artists to Australian audiences.

In early 2022, as covid restrictions started to lift and live events became possible again, this business wanted to shift their offering - from managing predominantly classical music tours to including a broader range of artists to appeal to younger audiences.

The brief included a remane, as well as developing a vibrant, fresh and energetic brand that would work across the range of artists and events promoted by the business . With the majority of performers being based in China, Taiwan and Japan, the aesthetic sensibilities of these regions also needed to be taken into consideration.

The final visual identity uses a vibrant gradient - a reference to synaesthesia (the phenomenon of experiencing sound as colour) - against clean black and white. The gradient and the monochrome can be employed in different proportions depending on the application and target audience.

A series of wavy blob shapes are inspired by movement and rhythm, and the shapes and curves can be used in various ways across collateral.