Strange Ideas Project - Prima Sonoro

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519-320-1643

convergence@strangeideas.ca

Prima Sonoro

Identity Design, Branding, Web Development, Photo Art Direction

Prima Sonoro manufactures high-performance carbon fibre string instruments.

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Challenge

Prima Sonoro was ready to launch its business and their first carbon fibre cello into the marketplace. Strange Ideas was hired to help launch Prima Sonoro with a brand identity and online presence. The challenge was to position this startup company in order to compete with established competitors, overcome the trust in wood instruments, that string instrument musicians are generally traditionalists, centuries of history behind wood, and the perception that carbon fibre does not produce complex sound.

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The Solution

Strange Ideas' approach was to leverage the history, culture and craft of instrument making along with the beauty of materials and technology required for moulding carbon fibre. The first point of entry into the research was the relationship between nature and mathematics. Finding examples of musical harmonies in plant growth, Pythagorean geometry, art, the geometric principles of string instrument-making in 15th century Brescia. Eventually this led us to the Harmonograph. The Harmonograph draws pictures of musical harmonies, linking sight and sound. For us, this became the perfect visual expression of the excitement of combining an ancient craft with the latest in technology and materials. As for a logo we wanted it simple, yet also be seen as a signature of the instrument maker. I choose the font Paradiso for the name and Maya Samuels Pro for text.

Our conclusion was that Prima Sonoro was " advancing the history of sound " by combining an ancient craft and modern technology. Our writing approach was to address three main topics: the past and present process of instrument making; the sound and resonance of the instrument; and the performance, being the feel of the instrument in the musician's hands and the resonance it brings while played in public and with other instruments. The message that spoke to both the client and consumers was to " resonate brilliance " urging both groups to achieve their highest potential. Aesthetically, Prima Sonoro is an event showcasing works of art that are a combination of sight and sound, craft and technology, encouraging a new sound for a new age.