Armonia: The passpartout to classical music in Turin
Type: Design&Strategy,Technology
Sistema Musica, an association dedicated to promoting musical offerings in Turin, has set itself the goal of bringing young people closer to the world of classical music, highlighting its versatility, while at the same time enhancing not only the prestigious theaters, but also all the other spaces in the city that host concerts and performances.
For this reason, it has relied on Quattrolinee for the communication of Armonia Card, a product designed as a “passepartout” that allows the public to access the desired concerts without venue restrictions, thus broadening the musical experience and allowing people to enjoy classical music in lesser-known but equally fascinating contexts of the city of Turin.
Visual Identity
For the Visual Identity, Quattrolinee was inspired by the concept of Synesthesia, in the meaning of the power of “seeing music”: the sounds one hears are visualized in one’s mind through specific colors. The propagation of sound is represented by a pattern composed of poles, each of which can be associated with a specific note or vibration, which combined with the others becomes a piece of a musical mosaic of unlimited shapes.
The colors used are mainly those of theater, such as gold and red, along with blue, the official brand color of Sistema Musica. You can create compositions of any shape, whether regular or wave and with any color, depending on what you want to communicate.
Naming
For the naming, Quattrolinee chose “Armonia” because of its meaning: from the Greek for “union,” “chord,” harmony underlies any genre of music we listen to, along with rhythm and melody. It is simultaneity, the ability to make different happenings, such as several notes sounding together, coexist in the same instant, and create links between them that we identify as music.
This concept is in line with the kind of naming desired by Sistema Musica, which was intended both to call back to the field of music and to express a sense of multiplicity, a reference to the plurality of performances and the spaces in which they are held.
Social Media Strategy
The content devised evokes the core concept of the project, namely the goal of making classical music accessible and shareable. The visuals evoke the concept of synesthesia, which through specially created short videos moves to the rhythm of music, all coordinated by an enthusiastic, warm, and friendly tone of voice.
The social media strategy rides the wave of “synesthetic structure,” seeking to enhance the coordinated image created and create that common thread with the real protagonist of this project: classical music in company.
Digital and analog media
The activities related to the product launch and its promotion were broken down into digital promotional activities (digital campaigns on social media and online newspapers) and analog promotional activities by exploiting the territorial distribution system.
Relying upon the conceived visual identity, Quattrolinee created all the creativities dedicated to supporting the promotion of Armonia Card on the various digital platforms and coordinated the creation of the MUPIs, posters, and all the print media essential for the promotion of the product in the Turin area
Type: Design&Strategy,Technology