Principals unveils Melbourne Chamber Orchestra's new season visual identity

Principals has partnered with Melbourne Chamber Orchestra (MCO) to create the visual identity for its 2026 season, The World Around Us.

MCO, led by Artistic Director Sophie Rowell, stages more than 80 performances each year.

For the 2026 season launch, the branding agency designed marketing materials including the season brochure, delivered through its Good Ideas Foundation, which supports purpose-led organisations.

Melbourne Chamber Orchestra Executive Director Adele Schonhardt said: “Building on the success of our 2025 season, we’re focused on reaching new audiences and deepening our connection with existing ones.

“With a track record of creating brands that captivate and connect, Principals was the perfect partner to help bring this vision to life.”

The creative combines photography by Albert Comper with AI-generated landscapes to reflect the season’s theme.

The visuals pair portraits of MCO artists with surreal natural settings, such as Flexible Sky with Sun Orchids, Overgrown Paths with Acacia Wattle and Silver Dollar Gum, and Under the Canopy with ferns and Oyster Mushrooms.

Principals Creative Director Rachel Terkelsen said: “It’s such a pleasure to collaborate with creatives from other disciplines.

“Sophie’s clear vision for the 2026 season evoked an immediate visual response that was perfectly suited to AI creation. And Albert’s expertise helped make these landscapes immersive, setting the scene for the performance.”

Schonhardt added: “Our purpose is to enrich people’s lives through human connection built on shared moments of musical inspiration. To do this, the first step is to capture our audience’s imagination. The Principals’ work does that beautifully.”

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