Reawakening Baroque opera for a new generation

Brief

Pinchgut Opera is a leading Australian company known for its critically acclaimed performances of Baroque opera and early music. With an ageing audience and a perception of opera as inaccessible or outdated, the brand needed to reconnect with younger audiences while preserving its artistic integrity. Our campaign strategy repositioned Pinchgut through bold storytelling and a refined visual language—bridging historical depth with contemporary relevance. The outcome is a refreshed narrative that celebrates the emotional power of opera and invites a new generation to engage with it.

Project Context
RMIT Studio Brief

Project Team
Elki Shen, Jeremie Yeung, Ning Ding, Yang Peng, Zheming Zhang

Research Summary

Our research revealed that successful rebranding in the performing arts relies not on simplifying the art form, but on reshaping how people perceive it. Institutions are using design as a strategic tool to bridge the gap between cultural heritage and contemporary relevance.

Serif typography and classical aesthetics are often retained to honour tradition, while modern layouts and inclusive tone make the experience more accessible. Illustration has emerged as a powerful visual language to express personality and emotional depth without feeling childish. We also found that long-term audience engagement is most effective when introduced early; targeting children with memorable, playful experiences that build future loyalty. Lastly, addressing rejectors through humour and self-awareness can turn critique into curiosity.

A multi-campaign approach allows organisations to reach different audiences over time, creating a layered and authentic transformation.

Targeted Audience

Achetypes
The Unaware Explorer
The Opera Rejector

Primary Audience
(Short Term)
18 - 35 Years Old

Secondary Audience
(Long Term)
5 - 12 Years Old

Communication Strategy

Re-Branding
A refreshed brand that is more appealing to a younger audience whilst retaining its authenticity as a Baroque-style Opera.

Kids Brand
Use of illustrations and strategic visuals that will be more appealing to kids.

Main Campaign
A strategy that will challenge the actual perceptions about opera.

Kids Campaign
A strategy that will reach children from their very young age and that will be memorable for them.

Brand Strategy

The refreshed identity of Pinchgut Opera balances classical elegance with a contemporary edge. A refined serif typeface, paired with the clear use of the word ‘Opera’ in the brand name, reinforces the company’s connection to tradition and performance. Contemporary illustrations introduce a more expressive tone, bridging historical richness with modern sensibility. A consistent visual system and a carefully considered colour palette ensure clarity, cohesion, and increased visibility across all touchpoints.

The brand strategy centred on preserving the essence of the original identity, enriching its visual language, and introducing greater conceptual depth.

Preserve
To preserve the classical & elegant feel of the brand, include the word ‘Opera’ in the brand name and a Serif typeface.

Enhance
To enhance the contemporary feel through illustrations and improve the visibility through the use of a strategic colour palette while ensuring consistency in the visual identity.

Build
To build a new brand for kids and to create deeper emotional connections and belongings with the audience.

Multi-Campaign Strategy

To reposition Pinchgut Opera for broader and more diverse audiences, a phased communication strategy composed of multiple interconnected campaigns was implemented.  Each phase is designed to target a specific audience segment or barrier; starting by introducing the refreshed brand, challenging outdated perceptions and finally opening access points for both new and future audiences.

This staged rollout allows for a layered narrative to unfold over time, offering consistent messaging while adapting tone, content, and format to meet audiences where they are.   The result is a more inclusive, recognisable and culturally resonant brand presence for Pinchgut Opera.

#NowForEveryone

A video campaign to announce the return of Pinchgut Opera in a bold and engaging way. Given opera’s deep roots in storytelling, staging, drama, and performance, a video felt like the most fitting medium. Due to limited resources, we used AI tools to create a conceptual mock-up, while envisioning how the video could be later produced using real performers and in-house opera talent.

#NowForYou

Three poster series to address the changes in today’s opera:
• Dress Code
• Ticket Prices
• Venues

#NowForYou

A poster series to encourage parents to introduce their children to opera early and the creation of a kid’s kit that can be purchased as a ‘family ticket special’.

The kid’s kit includes the following:
• Special kid box design
• Paper toys
• Discount tickets to partners/collaborators

Credits

Elki Shen, Jeremie Yeung, Ning Ding, Yang Peng & Zheming Zhang
Research & Analysis

Ziga Testen
Lecturer & Project Supervisor

Jeremie Yeung
Campaign Strategy

Yang Peng
Kids Campaign Strategy

Elki Shen & Jeremie Yeung
Brand Strategy

Elki Shen & Ning Ding
Kids Brand Strategy

Yang Peng
AI Modelling & Video Editor

Jeremie Yeung & Ning Ding
Voiceover Actors

Jeremie Yeung
Deck Design & Layout

Zheming Zhang
Lead Presenter

Elki Shen & Jeremie Yeung
Poster Designers

Zheming Zhang
Illustrator (Kids Brand)

Ning Ding
Designer (Kids Brand)

Elki Shen, Jeremie Yeung & Ning Ding
Designers (Main Brand)

Jeremie Yeung
Campaign Copywriter

Elki Shen & Jeremie Yeung
Poster Series Copywriters

Yang Peng
3D Modelling

Jeremie Yeung
Creative Director & Design Lead

Designing for Mates of all kinds