At the start of this exciting project, we saw the mix of the baroque and the modern as an incredibly fertile ground for exploration. Luckily for us, our excitement was shared by the ABO, not least by the founder and conductor Pay Dyer himself. Over the period of a year, we worked very closely with the ABO to stake out a new direction, with a new purpose and attitude for the brand. The new brand is now alive and we have been able to explore the intersection of classical baroque sensibilities with new modern technology and visual expressions.

We wanted to bring motion to the brand, first and foremost, but have also explored GAN (Generative Adverserial Networks) technology and reality capture in the process of making various key art solutions for the shows. Demands on bringing movement and liveliness to brands in general is increasing, so we always think motion first when we come up with ideas around art key art for shows. This allows us to create artwork that can find multiple expression around the same theme, allowing us not to get stuck on one key visual for all the different outputs.