Discussions with the Artistic Director, Managing Director and board members revealed clear objectives:
1) Increase revenue from performance bookings,
2) Develop new audiences and supporters, and
3) Be recognized as a premier flamenco incubator.
Zorongo’s new branding needed to reflect the richness of flamenco culture within a trend-aware, consumer-oriented aesthetic.
Together, we re-examined their mission statement, identified their distinguishing characteristics, and crafted a single-sentence take-away that everyone could get behind:
Core to the new branding is an elemental color palette reminiscent of blood, wine and earth paired with a suite of Andalusian patterns. The brand elements can play it straight for clear, modern communication, or they can combine and recombine, dialing up the drama and expressing the rhythm and ruckus of flamenco.
In addition to the flat graphics and stunning performance photography, we identified a vibrant two-color image treatment that could infuse photos — professional or amateur — with the brand’s essential passion.