Music. Arts.
Events.

As one of Christchurch’s most beloved music venues, The Piano was purpose-built after the earthquakes as a home for musicians and music lovers. It holds a special place in the city’s cultural landscape, but with new venues emerging and a rapidly growing central city, it needed to refine its niche and strengthen its identity to maintain its place as a premier destination for musical arts.

The Challenge

The Piano’s new strategy is focused on the next generation - inviting a broader audience to experience music in a way they never had before. However, its existing black, white, and gold aesthetic didn’t reflect the diverse, creative, and welcoming community it served. The brand needed to evolve to better represent its audience, feel more accessible, and showcase the connections and collaborations that happen within its walls.

The Solution

Through extensive interviews with attendees, musicians, and venue hirers, five key audience segments were identified—from devoted enthusiasts to casual visitors. These insights informed a new visual direction that embraced creativity, inclusivity, and community.

Rather than completely reinventing the logo, the existing architectural shape was retained out of respect for the venue’s legacy. However, a new rounded, open, and friendly Brockmann typeface was introduced to better reflect the warmth and accessibility of the space, while also incorporating the gifted Māori name with prominence.

The biggest transformation came in the colour palette. The previous stiff, classical aesthetic was replaced with bold, vibrant hues, inspired by the playfulness and energy of theatre snacks eg. Jaffas and Snifters. This diverse colour set symbolises the variety of artists, performances, and communities that bring The Piano to life.

To further reinforce The Piano as a stage for all performers, the iconic building shape was incorporated into the brand system as a framing device, highlighting artists in promotional materials, the website, and event hire collateral - ensuring performers could literally see themselves on The Piano’s stage.

The Results

The refreshed identity successfully bridges tradition and transformation, aligning The Piano with its revitalised strategy. The brand has been embraced by both longtime supporters and new audiences. The new look and feel have not only made The Piano more welcoming and dynamic but have also positioned it as a future-focused cultural hub for artists, audiences, and the wider community.