Royal Academy of Music
Marrying heritage with modernity
Inspired by our portfolio developing premium brands, the Royal Academy of Music approached Mystery in 2012 to help the institution re-engage visually with its rich heritage, whilst demonstrating to a generation of budding classical virtuosos and classical music fans that the Academy had the passion, energy and innovation to lead the art form in to the future.
Given that Mystery's roots are in the music industry, it was an honour and privilege to be asked by this historic establishment to evolve its visual identity.
‘We first worked with Mystery a couple of years ago on a brochure aimed at attracting donations to a major appeal. Mystery have since helped us on many further projects, leading up to the launch in January 2015 of a completely redesigned and rebuilt website alongside a range of high-quality print and advertising materials. We have been delighted with every one of them.
The designers and project managers at Mystery have put in a huge amount of effort to understand what our many stake-holders and audiences really care about. We can now proudly use Mystery’s work to introduce new audiences to the Academy, with the confidence that our transformed communications materials accurately and creatively encapsulate the Academy’s core values.’
PETER CRAIK, Marketing and Communications Manager, Royal Academy of Music
Our approach was to reconnect the institution with its heritage through elegant use of carefully crafted typography, and let dramatic photography and film of real life Academy performance, expressive gestural light trails and paintwork, connect with the passionate, energetic, forward-looking approach that continues to keep the Academy at the forefront of this highly competitive and fast-evolving category.
Royal Academy of Music Website
Mystery has worked on a wide range of projects for the institution culminating in a full redesign and development of the Academy website, with a solution that gives staff the control to create a content-rich and constantly evolving communication hub for students, alumni, benefactors and classical music fans alike.
The brief called for an exciting and inspirational hub; a primary touchpoint which championed the history and the quality of the institution, whilst retaining a user-friendly and human sensibility.
The Royal Academy of Music has a prolific events programme (many of which are free to attend), so an emphasis on live performance plus ease of browsing and booking events was essential.
Other design projects from the Royal Academy of Music have included interior graphics and a relaunched events diary, with a more compelling look and feel for a more user-friendly experience.