The MRC brand had become tired. Our client wanted change. And we helped them do it.
Our research revealed that MRC’s core audience (mostly classical music aficionados) were steadfastly passionate about the venue and live performances. The venue provides one of the best auditory experiences in the world, and those who visited for the first time, often to see a more contemporary performance, found the experience transformative.
While MRC remains dedicated to presenting classical performances, there’s equal commitment to presenting contemporary works and creating new experiences that resonate with a broader, younger, more diverse audience. And these audiences would need convincing. They worried the venue might be ‘too stuffy’, and would only consider attending for the first time if their favourite artists played there. Our strategy had to appeal to both audiences. Our strategy had to focus on the similarities between both audiences, not the differences.
‘Music for the daring’ speaks to every music lover, regardless of their playlist. It’s for those who dig through record bins, seek out new sounds and who take a gamble on a new artist. They’re the ones we needed to connect with.
‘Music for the daring’ is both an accolade to existing audiences and an invitation to new ones. It’s an ovation to the pioneering composers of past and present and grants MRC the freedom to be bolder, more confident and more intentional in how it serves its patrons.
The visual language is confident, bold and contemporary. The hexagonal shape is featured throughout the visual identity, acting as a signpost to new audiences — reminding them that MRC is ‘that building’. The form represents the venue’s architectural identity and signals that, despite its name, MRC is forward-thinking and unapologetically contemporary.
