WEST AUSTRALIAN OPERA
Lead and Season Imagery 2017
West Australian Opera is the principal opera company of Western Australia and is a resident company at His Majesty’s Theatre Perth.
2017 marked the 50th anniversary of West Australian Opera and the company was keen to celebrate this milestone with its audience. At the same time the company had a season of exciting next productions to promote.
West Australian Opera approached CHARD International to develop a 2017 identity
comprised of the following elements.
An image composition that incorporated references to the robust background mechanics that support the onstage productions and visuals that exuded the beauty, elegance and the luxury of Opera. It was considered important that the 2017 image maintained links to previous campaigns to retain brand continuity. The finished product had a surreal connection to the notion of VOYAGE, and of the company’s arrival at 50. The figure relates to the “she” feminine character of ships the floating dreamlike state of sailing and the powerful engine room. There is a duality, a unity, a precision, and balance. The image speaks of history but it is not dictated by any trend or timeframe… it is again an evolution…a journey.
West Australian Opera’s new artistic director was keen to place Western Australian prominently in the season imagery. CHARD developed a range of dramatic illustrations which portrayed Opera as a rich and diverse artform, one which bridges centuries and so many emotive styles. We referenced West Australian locations as backdrops to the shows including
the barren desert for Tosca and the burnt out bush to represent the helplessness Lucia found herself.
SEASON 1: Tosca
SEASON 2: Lucia di Lammermoor