Momentum Ensemble is the Australian Youth Orchestra’s new group made up of Australia’s best young musicians on the cusp of their professional careers. The aim of the group is to democratise classical music by bringing new interpretations and partnerships to audiences beyond the traditional recital hall.
To communicate the AYO’s fresh approach, the Ensemble needed a dynamic and innovative new identity. Much like the musicians – stretching the notes and changing the way people see classical music – Landor designed a brand that would be a continually changing identity, adapting for each performance to reflect the unique content.
The launch last week at Telstra’s innovative new Insights Centre featured collaborations with didgeridoo player William Barton, vocalist Martha Marlow and direction from young Israeli conductor Ariel Zuckerman. Alongside talented animator Mike Tossetto, we created digital animations of the identity to complement the performances and deliver a truly immersive brand experience for the guests and musicians alike.