Mzansi National Philharmonic Orchestra

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Classical music's reputation as an elite and exclusive genre often limits its accessibility to a select few. The Mzanzi Philharmonic is committed to transforming this perception and ensuring that classical music becomes inclusive and accessible to all. To achieve this we created a brand that focussed on key elements that would appeal to a diverse audience while preserving the essence of classical music.

The first step in creating an inclusive brand was selecting the name "Mzanzi," which connects with South Africans on a cultural level, establishing a sense of familiarity and inclusivity right from the start.

By visually simplifying classical music to its core elements, namely the staves, bars, and notes of sheet music, we further dismantle the exclusivity associated with the genre. Reimagining these elements with South African flair, incorporating bold and dynamic designs, we create a brand that captures attention and resonated with a broad audience.

To create a truly unique identity, we asked the orchestra to compose a bespoke classical score. This composition became the guiding force behind the visual language, inspiring a dynamic grid system that reflected the piece being played. The visual elements were deliberately "composed" by artists, utilizing colours that interacted like layers of sounds, creating a visually captivating experience that echoes the music.

Leveraging the power of social media, the brand engaged with a new generation of classical music enthusiasts. By utilizing these platforms, the Mzanzi Philharmonic connected with young South Africans who were re-evaluating classical music as a genre.

The Mzansi Philharmonic stands apart from the traditional and clichéd norms often associated with classical music. It not only serves as a national symbol, proudly showcasing South Africa's abundant musical talent on a global scale but also represents a brand that celebrates classical music in the South African way.