Music Generation

Music Generation is a national partnership programme whose mission is to create inspiring experiences for children and young people through music. We Are Music Generation would be a year of events dedicated to celebrating the transformative impact of performance music education on the lives of children and young people. We were brought on board to create an identity for this project by working with young artists to capture the essence, tone and personality of the campaign, and what it meant to them.

This identity visually represents what music means to these young people - incorporating a handmade, mixed media collage approach to the illustrations that reference influences from around the world to emphasise the diversity of the programme. A suite of illustrated instruments were created along with a visual language of illustrative soundwaves and a flexible copyline to maximise the lively, expressive and dynamic feel of the identity system. This was brought to life in a range of formats including digital outputs, printed materials, event design and merchandise such as tshirts and badges.