Musica Viva Tasmania

People, Place, Performance

Musica Viva Tasmania has built a unique cultural community presenting world class chamber music at the Hobart Town Hall. Building on a successful six year partnership, Envelope evolves the MVT brand to celebrate people, place and performance.

Arts & culture
  • Brand strategy
  • Brand identity
  • Communications
  • Website

‘Musica Viva’ translates literally as ‘Music Live’. In 1945, when the national organisation began performing live chamber music concerts in Australia, the practice was still quite unusual. Fast forward to now and the campaign message ‘Viva’ translates into ‘Long live’ in celebration of live performances by international and local musicians.

An abstract sound wave graphic creates attention combined with national and international performers dynamically presented in a vibrant colour palette. Photography of the Town Hall’s lavishly adorned and acoustically renowned interiors forms an elegant backdrop.

The season brochure is printed in a generous square format, increasing impact while inviting a leisurely read. Large scale printed posters feature around Hobart promoting individual concerts to prospective audiences.

The new brand architecture is used to create visual cohesion to further engagement with digital channels.

Seasonal campaigns are published to a custom build website providing a rich source of current and archival content.

Digital

As the season unfolds additional video footage of each concert enriches online content.

Ty and Graham have been excellent to work with, really understanding and caring about the unique place of Musica Viva Tasmania in Hobart’s cultural landscape. They always exhibit the highest standard of professionalism, with creativity and generosity. I have no hesitation in recommending Envelope Group.”

Damian Stevens