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Unifying Singapore’s national choruses through a love for music and unique artistic expression.

Overview 

DIA was tasked with developing a clear promise, positioning, and identity for each choir, allowing them to express their unique personalities while maintaining a cohesive relationship with their performance partner, the Singapore Symphony Orchestra.​

Project Details

Brand Story and Positioning, Visual Identity - Moodboard, typography and colours

Team

Nigel Smith - CEO

Lucas Saw - Accounts

Alyson Ho - Accounts

Rox Perez - Design

The Challenge

The challenge was to define unique yet unified identities for the Singapore Symphony Children’s Choir (SSCC), Singapore Symphony Youth Choir (SSYC) and Singapore Symphony Chorus (SSC) – that would inspire choristers of all ages to pursue their love for choral performance with the 3 national choruses.

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With each chorus singing its own tune, the group lacked unity and consistency, impacting its presence and perceptions as the national choral group.

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The Solution

Insights from each chorus were expressed through unique brand positioning and identities. Each logo mark was stylised as people, reflecting each stage of a chorister’s journey with the Singapore Symphony Choruses.

 

​Alongside a clearly defined brand strategy and refreshed identity systems, a messaging strategy was also implemented to ensure that each brand was communicated consistently and effectively across all audiences.

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For SSCC, Nurturing Choral Brilliance represents the optimism of young talent as they embark on their journey of musical growth.

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The logo symbolizes nurturing from a young age, with the yellow color representing the joyful and vibrant spirit of children.

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Inspiring Choral Passion captures the passion and dynamism of SSYC as they explore new opportunities.

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The logo represents the dynamism of youth in action, with teal symbolizing growth, renewal, and a balanced transition from childhood to adulthood.

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SSC’s brand positioning of Celebrating Choral Excellence reflects highly- skilled, passionate choristers coming together in their shared love for music.

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The logo features adults singing with their music folios, with the color purple symbolizing maturity and excellence throughout the years.

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The Impact

With a refreshed brand and identity system, DIA successfully created a consistent platform that inspires collaboration and creativity across the national choirs in their individual focus and shared vision.

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This has been applied consistently across its various brand touchpoints, strengthening its role as the pinnacle of choral excellence in Singapore.

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