Hardly a new format, but different in tone and style to many others occupying the same space. A show for real musicians who write and perform their own songs – in real music venues, not TV studios – with real, honest critique and feedback from musicians and music industry people that know. It is ‘real support for real music’.
For the identity & look and feel for the property we created real, working flight cases that spelt out the name of the show – a graphic device that perfectly captured and symbolised the real and gritty nature of the show. The identity was completed with the creation of a fully working lighting rig of the Orange word mark.
Here's the 'random' one
Here's the 'straight' one
A version of this identity was simplified for print and digital usage, using a custom font and vector lighting rig...
The flight cases are metaphor for the journey of real bands and musicians, plucked from obscurity and given a crack at the big time on a big stage – and also the professional support they’d be given if they were successful.
The subcequent campaign was proper integrated - including TV, set design, advertising, POS, events, digital and more.
