Baroque At The Edge
Ripping up the classical music rulebook to excite and attract new audiences.
Almost every cultural brand has a common challenge: how to attract new and diverse audiences. This classical upstart seriously challenged conventions (and enjoyed some serious success).
Sector
Arts & Culture
What we did
Discovery & Definition
- Audits
- Consultation
- Workshops
- Interviews
- Brand strategy
- Brand blueprint
- Brand proposition
Design Development
- Creative concepts
- Brand identity system
- Brand engagement
- Messaging and tone of voice
- Brand expression
- Content creation
- Digital expression
- Digital design, UI and UX
- Print design
- Art direction
- Event branding
Delivery
- Brand guidelines
- Brand toolkits
- Tone of voice guidelines
- Brand activation
- Front end development
- Artwork
Context
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.
Solution
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.
Impact
The disruptive approach we pursued with Baroque At The Edge made a significant impact in the classical music landscape. Following its sell-out first year, the festival continued as an annual fixture at iconic London venue, LSO St. Luke’s.
Special Thanks
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.