DEPARTMENT
SCSA_A+D
PROJECT TYPE
Brand Identity
AWARDS
Silver Judge’s Award
Peer Medalist for Identity Design
Greenville Chorale
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To develop a brand strategy for the Greenville Chorale, I conducted market research, a competitor’s audit, a brand spectrum, brand positioning, and a SWOT analysis of its mission, purpose, and essence.
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The research formed three concrete visual directions for the brand’s vision, voice, tone, color, typography, visual elements, systems, objectives, points of significance, and attributes.
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In an interview with Fred Laxon— Chorale member, web designer, and vocalist— I was informed of Chorale’s website, logo development, membership, and marketing efforts.
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The Greenville Chorale’s rebrand serves to visually support the Chorale’s mission of reaching its audience in Upstate South Carolina with a cohesive system of branding, marketing, packaging, and digital resources.
Originating in 1961, The Greenville Chorale is Upstate South Carolina’s premier symphonic chorus. The multi-talented group of over 150 trained vocalists performs choral masterworks with the mission of reaching the community and bringing the power of live performance art to as many people as possible.
In collaboration with The Greenville Chorale, this project set out to create a new brand identity for the chorale - one that would bring uniformity into its existing elements— presented to a panel.
OUTCOME
