Let’s play

Sydney Youth Orchestras is New South Wales’ premier provider of orchestral training, connecting thousands of young artists across the state through weekly programs, regional initiatives, and artistic collaborations. Throughout its 50-year history, SYO has become the bedrock of the state’s orchestral industry, making a significant impact both on stage and within the broader music industry. Its influence can be seen in national orchestras, session musicians, teachers, tutors, corporate leaders, and visionaries across various art scenes around the world.

They are committed to making orchestral music accessible and creating musical pathways for all young people, with a particular focus on those underrepresented in the arts, including individuals from diverse cultural, geographic, and socioeconomic backgrounds.

SYO had been floating in no-brand land since their previous identity was found to bear an uncanny resemblance to the universally adopted symbol for the coronavirus. End of Work joined forces with SYO to build a new brand that is brave and respected, smart and welcoming, but, most importantly, fun. The new brand also had to ‘scale’, appealling to children as young as six through to young adults up to 25.

The new identity embraces a sense of play, making specific reference to wooden blocks. The idea being that it’s the variation in shapes and sizes that makes playing with blocks fun and the simple act of joining them together transforms them into something unique, whether it’s a towering castle or a winding maze, offering endless opportunities and fun. And so it is for young musicians and their instruments. Orchestral music is made richer through the combination of different musicians, instruments and sounds.