Our strategy reflected the ambition of the musicians – to stretch the notes and bend the lines, to change the way we see the music. The new movement led us to the name and a vibrant, continually-changing identity, designed to be both vibrant and interpretive. We stretched the iconic note to work across media allowing the identity to adapt and express the individual and unique performances and partnerships.

The identity distinguishes the Momentum Ensemble as a elite group within the AYO, the vibrant identity is great social currency for members of the group and an attraction for future applicants in addition to capturing and exciting a wider audience beyond the usual parents and families a youth orchestra may attract.