9 Apr 2018

Brooklyn Symphony Orchestra Hits High Note with Interactive, Reactive Rebrand

The Brooklyn Symphony Orchestra (BSO) welcome in their 45th year with an interactive mark that moves and responds to their collective sound.

Next-generation agency Superunion and Brooklyn Symphony Orchestra, a community orchestra made up of amateur, semi-professional, and professional musicians, continue building off their previous collaboration that marked the launch of the latter’s new brand with an enhanced identity. “The new identity is designed to express the spirit of innovation which infuses the BSO,” Superunion ECD Nick Clark says. “Energetic, curious, challenging and fresh, the identity challenges the image of classical music as a stuffy art form that is only for consumption by educated elites. On a practical level, the identity has been conceived to stay fresh with minimal time and effort needed to create new and surprising imagery to attract and engage new audiences.” 

To help take the identity a step further and emphasize the BSO concept of “music made visual”, Superunion enlisted the help of Brooklyn-based interactive studio HAWRAF to help design a system that evolved the brand mark from its static form to an interactive identity system that visualizes the orchestra's music in real time. “By creating a real-time visualization tool that also extends to posters, tickets, booklets, advertising, merchandise and other print collateral, we’ve created a system that allows for more interaction with the music and, hopefully, can create dialogue between the musicians and their audience,” HAWRAF Partner Andrew Herzog explains.

Taking the original identity elements Superunion created, HAWRAF used JavaScript libraries and APIs such as Three.js and P5.js to design and develop a series of movements for each that respond to variables in the music such as frequency and intensity. Mapping those movements to specific data points in the decoded audio, HAWRAF brought Superunion’s logo for BSO to life, making it react to the orchestra’s symphonic output in real-time. This interactivity is on full display via a visualizer that is projected behind the orchestra when they warm up before each of their scheduled performances. 

According to Clark, the latest Brooklyn Symphony Orchestra endeavor exemplifies Superunion’s exploration of new frontiers in brand experience and identity on behalf of its clients. “The project for BSO shows how we are exploring new frontiers in brand experience and identity on behalf of our clients,” the ECD adds. “Nothing we do at Superunion is purely strategic and nothing is purely creative. We believe that creativity and strategy go hand in hand, and when blended have the power to transform businesses and brands. And that this can be of great benefit to people, culture and society as the BSO project demonstrates.”

 

About The Brooklyn Symphony Orchestra:

The Brooklyn Symphony Orchestra is proud to announce its 2017-2018 season under the baton of Artistic Director Nicholas Armstrong. The orchestra will join together to perform concerts of classical, romantic, and 20th-century works at the Brooklyn Museum, in addition to concerts of smaller ensembles throughout the borough. Founded in 1973, the orchestra, a mix of talented amateur, semi-professional, and professional musicians, is made up of people from all walks of life who play for the sheer joy of the experience.

About Superunion:

Superunion is a next-generation brand agency. We use upstream creativity to build brands that unite people and organisations. Founded in response to the nature of clients’ needs today, Superunion is the convergence of five WPP brand consultancies and design agencies—Brand Union, The Partners, Lambie- Nairn, Addison Group and VBAT. It comprises 750 people across 23 offices in 18 countries, and works with clients including Aetna, Airbus, Bank of America Merrill Lynch, Colgate-Palmolive, Dell, Deloitte Diageo, FIFA, Ford, HEINEKEN, IAG, Land Rover, Nestle, Pfizer, Prudential, Tesco and Vodafone.

About HAWRAF:

HAWRAF (hawraf.com) is a Brooklyn-based design studio founded by Andrew Herzog, Carly Ayres, Nicky Tesla, and Pedro Sanches. They use design to apply new ideas, technologies, and methodologies to work for clients and themselves. The results are projects that invite users to engage in meaningful ways.

Read more here.

 

For more information, please contact:

Inga Howell, Business Development Director 
inga.howell@superunion.com