Synthony brand remastered

From New Zealand to the world

The meteoric rise of New Zealand-grown event SYNTHONY hasn’t happened by chance. After four years of performances the loyal fan base was growing because of the event’s unique mix of epic live orchestra, vocals, DJs and immersive visuals celebrating the best dance tracks of all time. New owners Duco Events contacted Angle for some help with fine-tuning the brand as they made plans to go global.

Brand workshop for a new genre

After some initial desk research, Angle facilitated a brand workshop with all key stakeholders. A total of 16 people attended, including: the Duco Events team, composer, arranger and orchestrator Ryan Youens, DJ Dick Johnson, David Elmsly and Erika Amoore (founders of the SYNTHONY concept) and Craig Cotton. A curated set of brand-related tasks meant that Angle could hear first hand what made the brand tick.

SYNTHONY remastered – a new brand strategy

SYNTHONY exists in an extremely competitive live events space filled with sports, music, festivals, theatre and more. But positioning SYNTHONY became clear. It doesn’t hang off an existing brand, act or identity, like Ministry of Sound or Basement Jaxx or Womad. It is a fully immersive, unique experience that creates a new genre. SYNTHONY wants to “Orchestrate Euphoria” and “move you like never before.”

Capturing SYNTHONY’s personality

Excerpts from Angle’s new brand definition:

“More Paul Van Dyk than Ludwig Van Beethoven; more trance than Tchaikovsky. I’ve skilfully composed an epic new genre – you’ll know the score but you’ve never heard it like this before. A massive mash-up of classical vs rave culture. This is an orchestra like you’ve never seen it.”

“A wow from the very first notes. I shine with intensity, excitement, lights, sound, action! I love to dance – it’s the most natural thing to do when you’re with me. No numbered seating for my guests – there’s no point, you’ll be up on your feet as soon as I’m in the room.”

Beat-mixing the brand

The existing logo needed some refinement to make it really sing. The conductor was given headphones and was slightly redrawn. The logotype was kerned and tweaked and two versions were mastered: horizontal and stacked. With the logo sorted, Angle presented a series of draft brand identity concepts to excite the client team and to demonstrate some of the potential of this amazing brand. We explored the concept of beat-mixing (blending) photos and joining carefully chosen words to communicate what makes SYNTHONY unique.

Coming to a country near you

SYNTHONY is truly global now with performances scheduled in Paris, Amsterdam, Frankfurt, Zürich and all over Europe, also Adelaide, Perth, Sydney, Calgary, New York and of course Synthony Festival, March 2026 in the Auckland Domain.

SYNTHONY was officially voted Music Event of the Year 2025 at the NZEA Awards 2025.

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