Bilingual Chamber Music New Zealand brand refresh
VOICE Brand Agency puts language partnership at heart of Chamber Music New Zealand brand refresh
VOICE Brand Agency (Auckland, Melbourne) has launched a refreshed, dual brand for Chamber Music New Zealand (CMNZ) as part of its creative partnership with CMNZ.
While Chamber Music New Zealand remains the presenting organisation, Music Up Close and Puoro Taupiri are the new consumer-facing sister brands used to engage audiences.
VOICE and Chamber Music New Zealand have worked closely with Te Haumihiata Mason, former Kaitiaki Reo (language guardian) of Te Taura Whiri i te Reo Māori (Māori Language Commission) to select Puoro Taupiri – ‘puoro’ meaning music and ‘taupiri’ meaning intimacy or closeness in an intimate sense from a range of options presented as the partner phrase for Music Up Close.
“Our approach was to develop two sister logos in English and Te Reo that had a similar word structure for visual balance,” says VOICE’s Principal Jonathan Sagar, “but they also had to mean the same thing and have the same benefits. That wasn’t a straightforward task but it was very important that it was correct. We are really pleased with the result.”
“We are a uniquely New Zealand organisation, a genuine champion of this country’s multicultural society,” says CMNZ CEO Peter Walls. “We needed to communicate our respect and eagerness to engage with our developing cultural landscape, starting with our indigenous heritage. By creating a duo logo identity and integrating Te Reo Māori we hope to illustrate our commitment to treasuring Māori culture and Te Reo Māori as our taonga and connecting with communities across Aotearoa.”
“We have been working with Chamber Music New Zealand for a year after they initially approached us to work with them to grow and develop their connection with their existing and new audiences,” says Sagar. “The launch of Puoro Taupiri | Music Up Close is a significant step forward and the first tangible manifestation of our creative collaboration.”
“The refreshed brand also uses typography designed to reflect the lyricism and essential nature of music itself,” says VOICE’s Creative Director, Sean McGarry.
“It’s important to us that the look of the new name, logo and associated brand materials communicates the very essence of what Puoro Taiwhanga Aotearoa | Chamber Music New Zealand delivers to its audiences, namely an intimate, personal experience of high-quality music,” says McGarry.
In addition to VOICE’s part-sponsorship for its services to Puoro Taiwhanga Aotearoa | Chamber Music New Zealand it is also tour partner for CMNZ’s 2018 season opening concert tour, the Anderson & Roe Piano Duo. The duo are performing around New Zealand until 23 March.
“What excites me most about the brand refresh that has just been launched is that it’s a good example of Aotearoa/New Zealand growing up,” says Sagar. “The dual logo and branding featuring the two languages side by side, with neither as the lead language, that’s a true partnership – which is as it should be.”
About VOICE Brand Agency:
Formed in 1993, VOICE Brand Agency is known for the clarity and creativity of its work and its pragmatic, problem-solving abilities. In December 2017 VOICE won three gold, a silver and a bronze award at the Transform Awards Asia-Pacific 2017 held in Hong Kong. Voice were the only New Zealand agency and one of only two agencies in Australasia shortlisted in the awards alongside brands such as Hyundai, HSBC, Amnesty International, Unilever and Konica Minolta.
VOICE believes in creating difference for brands in a world where consumers are overwhelmed with choice. With offices in Auckland and Melbourne, VOICE’s depth of capability and experience in regional and global markets coupled with its irrepressible passion for great work is what separates it from the rest.
For more information about VOICE Brand Agency go to: www.voice.co.nz
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about Puoro Taiwhanga Aotearoa | Chamber Music New Zealand