Moving Music - Auckland Phil Identity

To coincide with the launch of The Auckland Philharmonia Orchestra’s new (shortened) name the time had come to evolve the entire identity. The goal was to stay true to the core magic of music in a way that transcends generational audiences, all encompassed by the line, ‘moving music’.
Emotional, sensory, spiritual, the airwaves and the soul — truly great music moves us all.

Increasingly, Aucklanders weren’t seeing the Auckland Philharmonia as relevant to the city’s music scene. While there is still a strong traditional group of fans, the old branding felt uninspiring to under 35's. This was a great opportunity to modernise a well loved destination in the heart of Auckland City and show how traditional movement (even when static) can be mesmerising and modern.