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Publication
Orquestra Clássica do Sul - Rebranding da identidade
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Authors
Abstract(s)
O presente projeto, desenvolvido no âmbito do mestrado em Design e Comunicação para o Turismo e Cultura, visa um aprofundamento do tema rebranding em marcas culturais, em específico a identidade da Orquestra Clássica do Sul, com o objetivo de criar uma resposta de rebranding de forma a chegar a novos públicos e fazer uma reafirmação regional.
Para chegarmos às várias conclusões do presente estudo, passámos por várias etapas, e por várias metodologias e técnicas de investigação. O inquérito por entrevista, foi um dos processo utilizados para recolher informação, primeiramente utilizámos a entrevista junto de vários membros selecionados pela orquestra para darem o sua resposta à questão de como viam a imagem da orquestra do Algarve? O que deveria e não deveria ter nela. Nesta fase participaram o maestro titular Martim Sousa Tavares, o presidente António branco, o Presidente João Parrilha, a diretora de Marketing Patrícia Luz, bem como o Rui Baeta, responsável cultural e barítono da orquestra, com um total de 5 inquéritos. Reuniu-se, de diferentes áreas, o que era esperado que este rebranding defendesse, a seguir elaborou-se um enquadramento teórico com análises biográficas sobre o tema, bem como casos de estudo que agregassem valor à pesquisa.
Com este estudo foi possível perceber a necessidade da forte relação cultural bem como a necessidade de uma imagem coerente moderna, mas que não descredibilizasse a imagem séria e conciliada que a Orquestra já possuía. Posteriormente foram feitas 4 propostas diferentes que foram apresentadas a elementos aleatórios da orquestra para percebermos a aceitação da imagem, destas, apenas duas sofreram alterações.
A criação de uma imagem que defendia estes valores foi proposta às autarquias financiadoras desta associação cultural, e por fim foram elaborados os ajustes finais ao logótipo da orquestra do Algarve.
This project, developed within the scope of the master's degree in Design and Communication for Tourism and Culture, aims to delve deeper into the theme of rebranding in cultural brands, specifically the identity of the Orquestra Clássica do Sul, with the aim of creating a rebranding response in a to reach new audiences and reaffirm regionally. To reach the various conclusions of this study, we went through several stages, and various research methodologies and techniques. The interview survey was one of the processes used to collect information. Firstly, we used interviews with several members selected by the orchestra to give their answer to the question of how did they see the image of the Algarve orchestra? What should and shouldn't be in it. In this phase, the main conductor Martim Sousa Tavares, the president António Branco, the President João Parrilha, the Marketing Director Patrícia Luz, as well as Rui Baeta, cultural manager and baritone of the orchestra, participated in this phase, with a total of 5 surveys. What this rebranding was expected to defend was gathered from different areas, then a theoretical framework was developed with biographical analyzes on the topic, as well as case studies that added value to the research. With this study it was possible to understand the need for a strong cultural resemblance as well as the need for a coherent modern image, but one that did not discredit the serious and reconciled image that the Orchestra already had. Subsequently, 4 different proposals were made and presented to random members of the orchestra to understand the acceptance of the image, of which only two underwent changes. The creation of an image that defended these values was proposed to the funding authorities of this cultural association, and finally the final adjustments to the Algarve orchestra logo were made.
This project, developed within the scope of the master's degree in Design and Communication for Tourism and Culture, aims to delve deeper into the theme of rebranding in cultural brands, specifically the identity of the Orquestra Clássica do Sul, with the aim of creating a rebranding response in a to reach new audiences and reaffirm regionally. To reach the various conclusions of this study, we went through several stages, and various research methodologies and techniques. The interview survey was one of the processes used to collect information. Firstly, we used interviews with several members selected by the orchestra to give their answer to the question of how did they see the image of the Algarve orchestra? What should and shouldn't be in it. In this phase, the main conductor Martim Sousa Tavares, the president António Branco, the President João Parrilha, the Marketing Director Patrícia Luz, as well as Rui Baeta, cultural manager and baritone of the orchestra, participated in this phase, with a total of 5 surveys. What this rebranding was expected to defend was gathered from different areas, then a theoretical framework was developed with biographical analyzes on the topic, as well as case studies that added value to the research. With this study it was possible to understand the need for a strong cultural resemblance as well as the need for a coherent modern image, but one that did not discredit the serious and reconciled image that the Orchestra already had. Subsequently, 4 different proposals were made and presented to random members of the orchestra to understand the acceptance of the image, of which only two underwent changes. The creation of an image that defended these values was proposed to the funding authorities of this cultural association, and finally the final adjustments to the Algarve orchestra logo were made.
Description
Keywords
Marca Rebranding Orquestra Algarve Cultura Prestígio Região