3 Deep is a luxury branding and communications agency

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Audacious, exhilarating and with limitless vision, the Australian World Orchestra (AWO) is recognised as one of the most exciting initiatives in Australia’s cultural history. Founded in 2010 by Artistic Director and Chief Conductor Alexander Briger AO, the company brings together Australia’s finest classical musicians to create uniquely electrifying experiences. As principal creative partner since AWO’s inception, 3 Deep were commissioned to establish a brand platform that would capture the spirit of the organisation while establishing seasonal campaigns aimed at stimulating audience engagement and ticket sales.

Etherial, poetic and representing a renewed sense of optimism, AWO’s 2021 season premiered a new work by Australian composer Paul Dean under the baton of Chief Conductor Alexander Briger AO. Distinctly Australian, Dean’s Symphony paid homage to the delicate sounds of sunrise by the riverbank and Brisbane's early morning storms.

Responding to the sentiment that ‘what happens after the storms is always gentler and more beautiful than before’, our creative strategy reconciled the restraint of a formal grid and classic typographic pallet against a diaphanous and ethereal image making treatment.

The AWO is not just a national treasure but an international treasure – Sir Simon Rattle

As with all performing arts organisations, it is critical to reach the right audiences at the right time in order to stimulate engagement and time sensitive ticket sales. Maximising our clients digital media budget, a roster of clear and concise placements successfully cut through the noise without compromising the gravitas and positioning of the brand.

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