BBC orchestra tunes up with 999 revamp

999 Design is creating a new look bilingual identity and marketing campaign for the BBC National Orchestra of Wales 2008/09 concert season.

The intention is to encourage a younger demographic of music listeners to attend the concerts, and to allow the National Orchestra of Wales’ identity to stand out when used alongside the main BBC logo.

The consultancy has created designs which ‘appeal to the younger audience and also stand out due to its pink and lilac colour scheme,’ says 999 managing director Aileen Geraghty.

‘We took our inspiration from the vast cross section of instruments the orchestra uses, and have created the letters and characters on the messaging from abstract shapes depicting violins and cellos through to trumpets,’ she adds.

The consultancy’s designs will be applied first to the Cardiff Concert Season brochure, to be printed later this month, as well as marketing materials due to launch in August.

These will include postcards, leaflets, posters, and press advertising designs.

The main challenge for the consultancy, says Geraghty, is that the designs will have to work in both the Welsh and English languages.

The consultancy has created a ‘tilt and turn’style brochure allowing users to read it in either language, she adds.

999 was appointed in March this year, without a pitch, and on the strength of work it created for Manchester’s BBC Philharmonic Orchestra.

BBC National Orchestra of Wales is the orchestra-in-residence at David’s Hall, Cardiff, and tours throughout Wales and internationally.