OPERA ORCHESTRE NATIONAL MONTPELLIER by Royalties for Opera Orchestre National Montpellier

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OPERA ORCHESTRE NATIONAL MONTPELLIER

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market France
Agency Royalties
Strategic Planner Johanne Casagrande
Released May 2011

Credits & Description

Category: Consumer Services
Advertiser: OPERA ORCHESTRE NATIONAL MONTPELLIER
Product/Service: OPERA ORCHESTRE NATIONAL MONTPELLIER
Agency: ROYALTIES
Art Director/Conception: Sebastien Faure (Royalties)
Strategic Planner: Johanne Casagrande (Royalties)
Executiive Creative Director: Olivier Bontemps (Royalties)
Chief Executive Officer: David Jobin (Royalties)
Chief Operating Officer: Alexandre De Coupigny (Royalties)
Media placement: Logotype - Every Touchpoint - 1 April 2011
Media placement: Poster Manon Lescaut - Montpellier City - 1 April 2011
Media placement: Programme Manon Lescaut - Opera Ochestre National Montpellier - 1 April 2011
Media placement: Poster L’Arbore Di Dianna - Montpellier City - 1 April 2011
Media placement: Programme L'Arbore Di Dianna - Opera Ochestre National Montpellier - 1 April 2011
Media placement: Website - Web - 1 April 2011
Media placement: Poster Rusalka - Montpellier City - 1 May 2011
Media placement: Programme Rusalka - Montpellier City - 1 May 2011

Describe the brief from the client
L’Opéra et Orchestre National de Montpellier (OONM) had a brand which failed to match its excellent reputation and elitist contents with its current identity and positioning. We worked together with Jean-Paul Scarpitta, director of the establishment, to create a brand identity that retained its prestige whilst still attracting fresh audiences.

Describe the challenges and key objectives

The challenge was to create a symbol and a strong visual system that could create consistency across all touchpoints while leaving enough space for individual shows and their respective atmospheres
We also had to bring back the power of the ‘Opera & Orchestre’ and symbolise the meeting of 2 entities: the audience and the establishment.

Describe how you arrived at the final design
We created a symbol that is elegant, striking and durable. The idea comes from the double O of the brand name and permeates throughout every touchpoint. It acts as a frame for the brand and is used everywhere from posters & website to stationery & tickets and instantly identifies each opera as part of a collection.

Give some indication of how successful the outcome was in the market
The work created a new wave of internal pride. The design had an amazing impact in the Montpellier area where people responded extremely positively. The audience realized that the city had had a wonderful Opera on their doorstep for a long time. More importantly, it elevated the OONM to the level of exposure and legitimacy of other opera houses, both nationally and internationally. The work had such a huge impact within the industry that the team involved on the project is now workings on other major, cultural, French brands.