A playful twist
on a classic

The orchestra of the imagination

We joined forces with BBC Creative to celebrate the 90th anniversary of the BBC Proms. Our task was to highlight the “power of the Proms experience” and appeal to “new and younger” culturally curious audiences by refreshing the brand for three consecutive years, including title sequence, TV ad, cover art and illustrations.

/ The Proms Experience

Inspired by music’s ability to change a person’s mood and perspective we embraced the concept of ‘transformation’. Light was used to convey the Proms experience in a tangible way, beaming out of the Royal Albert Hall and bringing everything it touched to life.

Watch the TV Ad

The First Year

We launched the new identity by taking the familiar and turning it into something unexpected with our signature dose of enchantment and excitement. So the Royal Albert Hall’s iconic sound reflectors became jellyfish, a seating box transformed into a pirate ship and sheets of music folded themselves into a flock of paper planes.

The piece ends with beams of light escaping from the hall and turning clouds into elegant birds. This image became the new cover artwork for the season’s guide.

Watch the Opening Titles

/ Animation

/ Book covers

The Second Year

The second year saw the light move out into the world, giving it more power and a longer-lasting effect. We used the light as part of a multi-level transformation, carving trees into musical instruments and turning the shavings into butterflies.

/ Animation

/ Print & Digital

The Third Year

For the third year, BBC Proms wanted to focus on the cool and youthful feel of the brand. We took our cue from the way each generation blends old and new ideas to reinvent music, using the light to re-imagine musical instruments.