Music Up Close
The development of a dual-brand for Chamber Music New Zealand (CMNZ) was part of the creative partnership between Voice and CMNZ. While CMNZ remains the presenting organisation, Music Up Close and Puoro Taupiri were developed as the new consumer-facing sister brands used to engage audiences.
Voice and CMNZ worked closely with Te Haumihiata Mason, former Kaitiaki Reo of Te Taura Whiri i te Reo Māori (Māori Language Commission) to select Puoro Taupiri – ‘puoro’ meaning music and ‘taupiri’ meaning intimacy or closeness, from a range of options presented as the partner phrase for Music Up Close.
The approach was to develop two sister logos, one in English and one in Te Reo. They had to look the same visually, have a similar word structure for visual balance, possess the same meaning and express the same stakeholder benefits. This wasn’t a straightforward task but it was very important in order to create an elegant and cohesive brand that would respect the organisations' heritage, build brand strength and repositioning it for the future in a highly competitive arts market.
Brand Strategy, Creative Direction, Logo Design
Chamber Music New Zealand