Australia’s national opera company, the largest arts organisation since its foundation in 1956, delivering over 600 performances a year. In 2009 Lyndon Terracini as new Artistic Director brought a bold, new vision to the company: to deliver opera to the widest possible audience in Australia.
To redefine the Opera Australia brand to attract new audiences. Based on the artistic director’s new vision, it should appeal to a contemporary Australia and be available to wider audiences than just the opera elite. The new brand definition will then inform a new brand identity system to be deployed across the entire organisation to bring the brand idea to life.
We introduced a new brand idea, Setting Opera Free, to articulate the company’s belief that opera should be for everyone. A new identity system was created that could open-up to reveal Opera Australia’s incredible diversity. The logo opens from OA to reveal Opera and Opera Australia. Everything in between the O and A is opera, and is Opera Australia—as wonderfully unexpected as that might be.