A brand identity campaign envisioning a premier, enriching, and lively system for the Greenville Chorale: proposing a highly functional and visually appealing brand system that will produce extraordinary transformation and growth for the Greenville Chorale. 

Established in 1961, the Greenville Chorale is a premier choral company in South Carolina consisting of 160+ talented voices classically trained in masterworks and choral music. The Greenville Chorale brings the power of live choral music to the upstate Greenville area, performing for large audiences. The Chorale has experienced challenges in expanding to more diverse audiences. From meeting with the Chorale’s current webmaster and developer, I could understand the Chorale’s strengths and weaknesses from their standpoint. The recognition for consistency and unity was evident within their brand system, seeing opportunities for growth, distinction, and promotion. 

The proposal for the rebrand aligned with the Chorale’s vision and mission: visuals that communicated and expressed a shared joy of traditional choral music, commutative arts, and musical education for all. My process of defining and designing the brand identity consisted of competitor audits, brand spectrums, color/type audits, and various iterations, arriving at a resolved solution that appealed to the traditional, formal, and elegant attributes of the Greenville Chorale.