Classical concerts were once seen as something you’d need to don a dinner jacket or diamonds to attend. While the experience is more relaxed these days, some people still mistakenly think it’s not meant for them.
One of the best things about music is how instinctively we respond to it. Anyone can appreciate it – so why make it feel inaccessible?
This was the thinking behind Sydney Symphony’s desire to find a new voice. Instead of sounding highbrow, they aimed to bring out the emotional power of their music, shrug off the formality and ring true with the way artists and audiences actually speak.
Music halls were silent, but it was still possible to hear Sydney Symphony online. With their original performance plans disrupted by the pandemic, the Orchestra rolled out their new look and sound just in time to promote their reworked 2020 season.
From black tie to smart casual, Sydney Symphony has flung off its cummerbund and settled into something more fitting of how people talk – and how its music makes people feel.
“The new tone of voice really captures the feeling for the SSO, creating a distinctive personality for the brand. XXVI not only understood the challenges we were facing but they were able to deliver to our tight turnarounds.”