A VISUAL IDENTITY REDESIGN
BRAND, WEBSITE, AND ADVERTISING CAMPAIGN DESIGN FOR CAMERATA ROMEU. A project with the Superior Institute of Design (ISDi) and Camerata Romeu, the first Cuban women string orchestra.
"Camerata Romeu" The first Cuban women string orchestra
The original design was from 1993 and had legibility and visual problems. Is was not able for working in the new medias.
Camerata Romeu is one of the most iconic Chamber Music Orchestra from Cuba. It is directed by its master, Zenaida Romeu and integrated only by women. It is distinguished by its high-quality level and international prestige gained after performing in the most important stages in the world. The exclusivity of its repertoire, the beauty of its scenic presence, and their refined academic formation, make the Camerata Romeu a very special client.
This proposal represents the updating of a 23 years old identity. It showcases the redesign of its visual identity, based on its brand and guidelines, including the redesign of their website and an advertising campaign focused on their target audience.
PROJECT OVERVIEW
Final results Camerata Romeu image redesign
THE BRAND
Design process and brand line
New brand design for Camerata Romeu 2017
Brand construction process
Animated and audio logo
THE WEBSITE
Layouts and responsive design
"Mobile first" design prioritizing a good responsive UX
Sprite showing the compatibilities within the system of components
I FEEL ROMEU /// ME SIENTO ROMEU
Advertising campaign
Camerata Romeu emerged in 1993 with the objective to bring Cuban and international classical music to young people. Composed only of women, at the beginning of their career, they achieved great international prestige and fame within the whole island and in the world. Over the years, from the contextual changes and epoch-stigma that classical music is only for old people, his followers, have aged and its real audience has ceased to be the target audience.
The advertising campaign seeks to produce feelings from of the use of metaphor as a rhetorical figure based on the fact that classical music illustrates the feelings and emotions that make us human beings.This is achieved through the exchange of metaphoric images where planes represent a feeling in particular accompanied by a classic piece that illustrates it; interleaved with the interpretation of the Camerata Romeu; searching that the consumer relates this to a lived experience and share it. It's particularly designed for youngs.
"I feel rebel" is one of the advertising clips for social networks and the Cuban TV
I feel R ...It is a slogan that combines the concept of Facebook as a social network of sharing feelings with friends. The use of R generates an emphasis on the surname Romeu as the most characteristic element of the company. R is also the initial of a group of feelings, element that makes it consistent and competent selection: Ex. Rebel, Romantic, Relaxed, Realized, Renewed, Re-Inspired, etc.
The ilustration system takes the 4 principal instruments in this string orchestra and their members image as a reference
PHOTOGRAPHY
All the photographs were taken by myself and Iván Soca Pascual, a well known Cuban photographer
CUSTOMER SATISFACTION
The respected orchestra director Zenaida Romeu talks about how they enjoy the end results of the rebranding
PRESENTATION TO THE AUDIENCE
The premier show with the brand presentation and a Camerata Romeu Live Show
