The Midwest Clinic
Revitalize The Midwest Clinic for a shifting demographic
An initial call with the client revealed their main concern to be staying attractive in the face of an industry shift to a younger demographic. Despite strong programming and international renown they felt their show was being perceived as staid. Research into the music education industry revealed a common perception of the more classically oriented musical approach as stagnant, especially when compared to the pop music industry which inundates modern life and seems to be continually renewed.
I built the show theme ‘Get In Tune With Your Passion,’ upon research into the desire for late-date Generation X and Millennials to be a part of something aspirational. In this case it was establishing a deeper connection within yourself to your art.
To combat the perception of stagnation or outdatedness I took a pop-art approach to their show visuals. The strong graphic nature of this art style conveys vibrancy and energy. I used the offset look and unconventional cropping to add an additional layer of visual activity which I felt mirrored the love attendees have for the music they create.
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