Opera Australia had a bold vision: opera should be for everyone. But was everyone for opera? To help them achieve their goal, we needed to shift perceptions—and reimagine a 19th century art form for the 21st century.
They were off to a good start: reinventing the operatic experience, including taking shows to bold new locations, programming a wider range of opera, and integrating cutting-edge technology into productions. But we still needed to free opera from preconceived ideas about it being stuffy, inaccessible and elitist.
To address this, we created a broader, more expressive visual and verbal identity system and restructured their brand architecture to better tell opera’s stories and explain its breadth, and range.
Opera Australia has found success expanding its appeal to new audiences and has enjoyed year-on-year growth in subscriptions and ticket sales. Through a brave reinvention, Opera Australia has ensured an art form of old has a future audience.