Develop a name and brand identity for an entirely new form of opera. A group of Kansas City opera professionals launched a new performance company designed to introduce opera to people who may not be familiar with the genre. The performances are typically one hour in length and are held in hip, fun locations and are usually designed for more intimate audiences of under 150 people.
We utilized an online community to explore perceptions of opera in general as well as ideas around an entirely new form of opera. This input, primarily from Millennial respondents, resulted in the following insight: Tell us it’s new and designed for us, but we still want to know it’s opera.
After exploring a variety of names, we landed on Opera180 – a simple and elegant way to communicate opera in a brand new format. A logo and full brand standards guide was developed for the brand. We continue to consult with Opera180 on how to keep the brand relevant with young adult audiences.