Discovery Gospel Choir

Brand Identity

Brand strategy, brand identity and visual identity system for Ireland's leading multicultural and diverse gospel choir.

Brand strategy, brand identity and visual identity system for Ireland's leading multicultural and diverse gospel choir.

John Murinye - Brand Identity - Discovery Gospel Choir
John Murinye - Brand Identity - Discovery Gospel Choir
John Murinye - Brand Identity - Discovery Gospel Choir

Founded in 2004, Discovery is Ireland’s leading intercultural choir. They have performed with some of the world’s greatest artists among whom are Stevie Wonder, Imelda May & Sinead O’Connor.

John has also entirely transformed our branding, choosing a colour palette, font and design elements with real consideration for the meaning and message of the choir. He has a deep understanding and appreciation of what Discovery is trying to achieve. Never before have I been brought to tears by someone describing their design decisions, which John did using a very comprehensive video presentation! The choir were consulted all through the process, and concerns about departing too far from our previous colour scheme or clashing with our uniforms were addressed sensitively and with reassuring expertise. The bold new colours and shapes instantly communicate the vibrant movement and unadulterated diversity of the choir. We are looking forward to using the stunning custom made poster templates which will save us hours of effort in advertising our concerts!

John Murinye — Brand Identity Discovery Gospel Choir
John Murinye — Brand Identity Discovery Gospel Choir
John Murinye - Brand Identity - Discovery Gospel Choir
John Murinye - Brand Identity - Discovery Gospel Choir

During the discovery stage of the process, we wanted to answer the question: "What does it mean to both be part of and experience Discovery?"

Digging deep into data we unearthed the value that Discovery was bringing to people everyday. Together with Nessa from Discovery, we mapped out all the social signals, interviews and spoke to the core team to find the true essence of Discovery. We also examined their brand channels performance and conducted a competitive analysis.

Because Discovery offer such diversity, we wanted to take caution in how we approached the visual system. Our design approach was built on the modernist movement and in particular, “Geometric Abstraction“.

The vibrancy of colour and simplicity of the palette speaks to the joy that Discovery brings and the childlike purity of how they willingly accept people from diverse backgrounds.

John Murinye - Brand Identity - Discovery Gospel Choir
John Murinye - Brand Consultant | Brand Strategy | Experience Design
John Murinye - Brand Identity - Discovery Gospel Choir
John Murinye - Brand Identity - Discovery Gospel Choir
John Murinye - Brand Identity - Discovery Gospel Choir
John Murinye - Brand Identity - Discovery Gospel Choir