NYOS

The Brief

The National Youth Orchestra of Scotland (NYOS) have been bringing young people together to create world-class musical experiences for more than 45 years. But as a brand, they had lost their way.

They asked us to help them reposition them, indisputably, as a youth organisation, distinguish them from the elitist operas and the grassroots, and own a place in the middle that’s about world-class music making for and by young people.

The Work

Our new positioning stemmed from the unique nature of being part of an orchestra. For young people it offered the chance to shine and achieve excellence, within the relative security of a friendly collective. And so ‘Play your part’ was born: a call to action to get involved, to shoot for the moon, but also to support your fellow musicians and be part of something bigger than yourself.

We brought new meaning to NYOS’ existing logo and completely rebuilt the visual identity behind it. We created a palette of graphic shapes based on a diagram of the different sections within the orchestra, and used these to create bold layouts, with dynamic typography and clashing colours. All underpinned by a new, powerful tone of voice that united and uplifted orchestra members and concert-goers alike.