With a historical past of supporting arts organizations, partnering with Minnesota Opera on their rebrand initiative was a no brainer for Minneapolis MN branding and design agency Kick. No small endeavor, the Kick crew began final winter, conducting interviews with stakeholders, opera fanatics and occasional patrons to get insights into perceptions in regards to the group, its work and the artwork kind. In the end, “Reimagine Opera” turned the model’s central theme, capturing the group’s modern spirit and the vitality of the artwork kind.


“Once we began, we needed to underscore MN Opera’s innovation and lift their profile as a world-class opera home,” says Nick Zdon, Kick Design Director and the venture’s design lead. “MN Opera is all about cultivating innovation – like getting inventive with units and performances, to not point out staging daring new works … We collaborated carefully with the MN Opera crew, specializing in representing that sense of reimagining, each graphically and thru new messaging that tells the actual story of their trailblazing spirit…”



The new emblem is constructed from lean and trendy letterforms, with heat colours and a versatile system that reimagines the phrase “opera” itself – from quite a lot of angles. Delicate line accent figures visually symbolize literal vibration patterns of sound, including a strongly themed visible curiosity.  A complete launch marketing campaign will embody advertisements for native publications, an internet site redesign and out-of-home executions.

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