The Victorian Youth Symphony Orchestra is Australia's longest running community orchestra. A suit who I worked with plays double bass, and she invited me to join the VYSO (I play violin - not very well, mind you!). After a few weeks, we came to the conclusion that VYSO needed a rebrand. So we got a crew together at J. Walter Thompson and overhauled the orchestra's identity. Classical music is cool, so an orchestra has to look cool.
We designed an entirely new look and feel - a minimal design coupled with a hashtagged logo - #RAW VYSO.
Each poster visualises the theme of the concert. From love and heartache to wars, computer games and agent provocateurs. And as soon as we started putting these images around town, classical musicians started to talk. Who was this rogue orchestra?