Since 1980, NYCGMC has been a pioneer in the LGBTQ community; championing acceptance, individuality and of course, fabulous music. NYCGMC produces a vibrant sound with contagious energy that extends far outside the walls of a theater; and they needed an identity to match. The new ever-changing and flexible identity system is as diverse as the chorus itself, changing and configuring to match the unique tone of each event.
With such a diverse group of men at its core, the system needed to be beyond cliches. Beyond just being gay and male. Beyond stereotypes. It needed to be #BeyondSensational.
This rebrand took place from the ground up, and included naming strategy, branding, web, motion graphics, and brand architecture.