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(Insiders) is Sydney Opera House’s membership program. It was launched in a bid to nurture customer loyalty, increase market share of sales and raise the average frequency of attendance at the House.
We searched for a relatable symbol for the program and found the answer by looking closer at the building. The ‘chevron’ shape can be found as a repeating element on the sails of the Sydney Opera House. As well as serving as a flexible design element, it is also an effective metaphor for membership (in the same way that the shapes are a part of the House, membership offers the opportunity to be part of the House too).
The project involved trademark design, uniform, tote bags, badges, posters, welcome pack, brochures, membership card, digital advertising and brand guidelines.