Challenge:

• How can we revitalise a beloved but ‘tired’ brand - the world’s largest school choir - and make it fit for future growth with new audiences via new channels, new partnerships, and entering new markets?

• Innovators and Early Adopters (I/EA) are the primary audience required to successfully relaunch an existing brand into a current or new market. They have a significant appreciation of design and aesthetics and have very distinct triggers and barriers when engaging with brands.


• The revitalisation of the Young Voices brand required ensuring the heritage and goodwill associated with the 25-year-old brand was analysed and woven, where appropriate, into the development process.


• Conducting a design audit across the different channels, contexts and stakeholders where Young Voices engaged was the first step in the development process. The audit, combined with our deep understanding of I/EA, ensured effective bridging between current and future audience needs.


• Developing a comprehensive verbal and visual identity and brand guidelines outlining the audience and brand archetype provided a framework for the consistent roll-out of the new identity across the UK and international markets.

• The new visual identity is currently being implemented and will launch in Q2/Q3 2021.