Working with internationally acclaimed architects Allied Works, and Canadian graphic design firm Identica, we were charged with developing a research program and brand strategy for the new National Music centre. This strategy had to act as both a solid foundation to ground the project, but also act as an exciting springboard to bring the development process to life for internal audiences, external stakeholders and agency partners alike.
The dialogic research that we led explored how people interact with music on multiple levels: functionally, emotionally, and sensorally. We designed exercises that probed and interogated these areas, the result being a brand strategy that reflected the very essence of music itself - 'disciplined spontaneity'.
The NMC is scheduled to break ground very soon.