London Handel Festival
Using design and technology to challenge preconceptions and grow audiences.
Going against the classical grain, this long standing cultural fixture worked with us to bring humour, impact and clarity into their new brand identity.
Sector
Arts & Culture
What we did
Discovery & Definition
- Audits
- Consultation
- Workshops
- Interviews
- Digital strategy
- Brand strategy
- Brand blueprint
- Brand proposition
- Brand architecture
- Site architecture
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
- Motion design and video
- Brand guideline training
- CMS training
- Artwork
Context
It could be said that classical music is sometimes misunderstood. For some audiences, it’s stuffy, elitist or impenetrable. These barriers effect many forms of art and culture of course, but classical music has more than its fair share. Our brief from the London Handel Festival – a much loved fixture of the capital’s cultural calendar since 1978 – was to tackle these misconceptions head on.
Solution
With that challenge in mind, we deployed dramatic, emotive language, vibrant imagery and occasional flashes of humour to open up the LHF to new audiences, without pushing loyal attendees away. A new logo device, a bold approach to language and typography, and an occasionally irreverent approach to classical imagery combine to challenge expectations and grow audiences. Beyond the vibrant new brand identity, a key requirement within our brief was a new website for the festival. The digital solution not only enables a more seamless approach to seasonal marketing, but the ticket buying experience is now intuitive and integrated.
The London Handel Festival has a rich 40 year history and a well-established place in the cultural landscape. It was important for us to work with an agency who would challenge us and surprise us without ignoring this important history and background. Baxter & Bailey successfully navigated the balance between past and future. We’re delighted with the results.
Impact
The new brand identity and website embodied a successful combination of innovation and tradition: we like to think that Handel – famed for a convention-defying approach to his art – would approve. As a result of our new identity and accessible, flexible, super-lightweight new website, the London Handel Festival achieved both of its key aims: new, untapped audiences attended and ticket sales enjoyed a significant boost, a trend that continued in subsequent years.
Special Thanks
Thanks to Samir, Melissa and the LHF board for inviting us to help shape the future of the festival and for being open to change, ready for evolution and excited for the possibilities of our collaboration.