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.
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.
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.
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.
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.
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.