WEST AUSTRALIAN OPERA
Campaign Lead Imagery 2019
West Australian Opera (WAO) is the principal opera company of Western Australia and is a resident company at His Majesty’s Theatre Perth. The company draws from the principal canon of operatic repertoire and increasingly is involved in the commissioning and development of new operas. It has a strong education program and is involved with many concerts and community events in metropolitan and regional Western Australia.
West Australian Opera approached CHARD International to build on the emblematic heart
imagery we first developed for them in 2018.
For 2019 West Australian Opera wished to explore the theme of blood and how each of their season shows related to this theme. Blood being life-force or a symbol of power and passion. West Australian Opera conveys stories through the power of the human voice these stories are visceral, about the experience of being human – our passions, our peril, and our pleasures. West Australian Opera asked that this lead image should incorporate the hero colour of red and refer to the concepts of pathways, direction chosen in life, quest for solution, blood; daggers, razors, revenge, violence and heartache.
CHARD started with heart motive visual identity first introduced in 2018 then attacked this with metaphoric symbols inherent in the 2019 seasons. The heart was targeted with knives from Sweeney Todd, swords and crows from MacBeth and constrictive binding from La Traviata. Any sense of hope evident in the 2018 heart imagery was extinguished and instead of growth and potential the focus was restriction and scarring just like in the artistic programming of the operas. In order to establish a point of difference from 2018 we cropped in tight to the image during the roll out of marketing collateral.