Orpheus Choir Wellington

With more than 160 members, Orpheus Choir Wellington is New Zealand’s premier symphonic choir. Orpheus required a brand review and refresh of its visual identity to achieve a more contemporary look and feel and establish brand positioning that would cement the choir’s position at the centre of the performing arts in Wellington and around New Zealand.


Moxie developed a brand strategy including targeted key messaging to be used across all communications and underpin the choir’s marketing activities. The revised visual identity modernises the lyre in the original logo derived from the Greek legend of Orpheus (centred on Orpheus’s ability to charm all living things through his music) and creates a strong and elegant mark as timeless as the voices it represents. This new look is being rolled out across the brand assets including its website, concert promotional collateral and sponsorship pitches.