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Ripping up the classical music rulebook to excite and attract new audiences.

Almost all classical music events and organisations have one significant challenge in common: how do you broaden audiences beyond traditional concert-goers? This challenge was at the heart of the creative brief from new classical kids-on-the-block Baroque At The Edge. The festival, which launched in London during January 2018, was resolute in its ambition to cause a stir in an often conservative market. Our brand identity solution doesn’t so much rip up the rulebook as scrawl all over it with a well-aimed Sharpie.