The Illuminated River
Ripping up the classical music rulebook to excite and attract new audiences.
Almost all classical music events and organisations have one significant challenge in common: how do you broaden audiences beyond traditional concert-goers? This challenge was at the heart of the creative brief from new classical kids-on-the-block Baroque At The Edge. The festival, which launched in London during January 2018, was resolute in its ambition to cause a stir in an often conservative market. Our brand identity solution doesn’t so much rip up the rulebook as scrawl all over it with a well-aimed Sharpie.
“When we approached Baxter & Bailey to provide a striking identity for our brand-new festival, we knew from previous experience that as good listeners they would be able to grasp what we were about, and what kind of look we wanted in order to reflect that. They didn’t let us down, and we have had many favourable and gratifying comments on the end results.”
Baroque At The Edge successfully launched in January 2018 to expectant music lovers. First year ticket sales indicate that concert attendees comprise both traditional and new audiences, a key aim of our brief. Through intelligent programming and a bravely differentiating brand identity, Baroque At The Edge has firmly established itself as an exciting new fixture in the classical calendar.
Thanks to Lindsay Kemp and Lucy Bending for inviting us to brand and launch this exciting new festival, after our previous (and hugely enjoyable) collaborations with them both during their time at the London Festival of Baroque Music.