When Nicolas Kenyon became Director of the BBC Proms he wanted to create a new atmosphere for the festival. He felt it needed to be more open and inclusive. To attract a more diverse audience.
At Ideology we were thrilled to be given the opportunity to wipe the cobwebs off this august institution.
In our research, we discovered that most people’s perception of the BBC Proms was only that of the Last Night concert. Of Union Jack waving patriotism. Not of the greatest music festival in the world lasting over three months with more than 70 concerts including jazz, world and specially composed music.
We felt the key was a change in focus to culture, not heritage. Internationalism not ‘Land of Hope and Glory’ little England.
Each year an artist was commissioned, whose work referred to a more contemporary style and who set the theme for that year's publicity. And the whole visual identity was refreshed.