NZ Opera.
Transforming Opera: A Modern Visual Identity for a Classic Art Form.
The Problem
Opera was perceived as traditional and inaccessible to younger audiences.
The Insight
Opera’s true power lies in emotion, not formality.
The Design Response
We built a colour-coded emotional identity system using gradients and expressive typography to visually translate joy, love, rage and transformation.
The Outcome
The refreshed identity increased ticket engagement and attracted younger, more diverse audiences.
Design Director Opeta Elika
Creative Lead Tony Clewett
Creative Group Lead Bobbie McKay
Digital Art Director Gene Wheaton
Graphic Designer Liv Aukafolau
