Branding organizations that target youth can easily fall into pitfalls like cliches or coming across as patronizing. The National Youth Orchestra (NYO), was determined to avoid those traps. Let’s see how their latest branding endeavor finds a solution to this dilemma.
Fulfilling The Brand Vision: National Youth Orchestra (NYO)
Founded in 1948 to inspire confidence through music, the NYO develops over 1,000 talented teenagers each year. Seeking to attract more musicians ready to take their skills to the next level, they tasked award-winning creative agency SomeOne with crafting a brand befitting their mission.
A Strategy of Motivation Over Explanation
SomeOne began by developing a strategy centered on empowerment. They landed on the mantra “Play Your Part” to inspire everyone within the NYO community – from musicians to tutors – to contribute at the highest level. This unifying expression now heads all branding materials and communications.
Founder Simon Manchipp explained the philosophy perfectly. “It’s not just the musicians playing, but a team effort of parents, supporters, and fundraisers all playing as one to offer young people an experience shaping their lives.”
A Visual Identity With Attitude
On the design front, a bold yet minimal new logotype declares “NYO” proudly while intriguing newcomers. Vibrant colors, intentional photography, and versatile graphics bring the mantra to life across platforms.
Comments junior designer Amy Matthews, “We wanted to highlight the positive impact of being part of such a prestigious group and make a great first impression.” Most importantly, they avoided sterile or juvenile tropes for a mature look befitting world-class musicians.
Creative director Mark Smith noted feedback from musicians confirmed this sophisticated direction resonated most. “Rather than ‘sound waves’ or ‘musical cues,’ they wanted a brand reflecting their skill and confidence among peers.”
A Brand That’s Musically Inspiring
This refresh will impact all NYO touchpoints, and broadcast their virtues through a relevant 21st-century brand. Most exciting is how it will inspire even more young people to raise their skills and passions through joining one of the UK’s leading ensembles. In crafting a visually striking identity worthy of their talents, SomeOne has helped the NYO empower the next generation of gifted musicians.
