La Súper
La Súper
The New Orchestra
Role:
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Concept / Ideation
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Creative Director
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Art Director
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Video Producer
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Marketing & Communication
Client:
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Patronato La Superior
Partners & Collaborators:
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Leo Olivares
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Daniel Tamez
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Marcela Vela
La Súper is the Philharmonic Orchestra composed of graduates and faculty members from the prestigious Escuela Superior de Música y Danza de Monterrey (ESMDM), with the valuable participation of advanced students completing their professional training.
The orchestra was established as an initiative by the ESMDM Board of Trustees, and is led by the renowned Mexican pianist and conductor Abdiel Vázquez.
Under his direction, the orchestra embraces a modern and contemporary vision of music as a tool for social and human development.
Overview
What began as a dream—to bring together a group of musicians to perform online concerts as an alternative to address the challenges of social isolation and the lack of work opportunities for musicians in Monterrey during the 2020 Coronavirus pandemic—quickly evolved into something greater.
The idea grew to create an orchestra that would showcase the talent of students and faculty from the prestigious Escuela Superior de Música y Danza de Monterrey. Thanks to its warm online reception and the city's need for an orchestra with a younger, more versatile, and daring profile, La Súper Orquesta Filarmónica de la Escuela Superior de Música y Danza de Monterrey ("La Súper") was born.
La Súper takes its playful name from "La Superior," the colloquial term affectionately used by students to refer to the Escuela Superior de Música y Danza de Monterrey (ESMDM).
Creating an orchestra is a monumental challenge, and making it a sustainable project is even greater. For this reason, it needed a brand and image that would resonate with young audiences without straying too far from the serious and professional profile of the ESMDM.
The Challenge
One of the biggest obstacles faced by any cultural initiative—especially in classical music—is the perception that it is a niche art form, reserved for a select group of connoisseurs and performed by a handful of prodigies.
The new orchestra had to break away from these stereotypes and misconceptions, bringing the richness of classical music closer to young people and to those who have never been curious enough to explore it.
The Brand
The music is ubiquitous, and our brand needed to be the same—simple, memorable, and unmistakably unique.
The brand concept had to be rooted in reflecting the universality of music while respecting the identity of the ESMDM. The visual identity drew inspiration from the fundamental definition of music as "intentionally ordered sounds and silences."
To represent the vibrant, intense, and passionate nature of sound, we created a bold, perfect circle in a bright red-orange hue, symbolizing energy, emotion, and movement. The name "La Súper" was seamlessly integrated into this dynamic circle, further emphasizing its lively character.
The Concept
To balance this, we represented the peaceful, tranquil, and reflective essence of silence with a dark gray square, evoking a sense of calm and stability. The geometric shapes, contrasting in their inherent nature—one organic and fluid, the other structured and grounded—achieve visual harmony when placed together.
This interplay of contrast and unity mirrors the duality of music itself, making the brand concept both striking and deeply meaningful.
From an unknown orchestra to one of the most talked-about in Mexico, La Súper has risen to prominence through a combination of musical excellence, visionary direction, and a consistent, strategic communication approach. By leveraging social media and gaining extensive unpaid media coverage, the orchestra has successfully established itself as a standout brand in the cultural landscape.
The young and versatile image of La Súper has, in just four years, attracted the attention of world-class artists. Opera legends such as Elīna Garanča, Javier Camarena, and Ailyn Pérez have chosen the orchestra to accompany them in their performances.
The first 4 years of "La Súper"
Beyond classical music, Grammy-winning artists like Buika have also recognized the orchestra's talent and professionalism, selecting La Súper to collaborate on major events, including a massive concert in Monterrey.
More recently, La Súper was chosen by the prestigious International Festival of Santa Lucía (FISL) to accompany Danny Elfman in the performance of Disney's Tim Burton's The Nightmare Before Christmas at La Explanada de los Héroes. This extraordinary event was hailed as the best show of the festival, further cementing La Súper's reputation as a dynamic and groundbreaking orchestra capable of excelling across diverse genres and captivating audiences of all kinds.
Event Production
As part of the leadership team in production, we strive to ensure that every concert becomes a truly unique and memorable experience for our audience.
To achieve this, we design custom lighting schemes and develop bespoke graphics and video projections tailored to each performance. These visual elements are carefully crafted to align with the mood, themes, and context of the pieces and composers being presented. By doing so, we create dynamic and immersive atmospheres that enhance the storytelling of the music and bring its emotional depth to life.
Our goal is not only to elevate the aesthetic appeal of each concert but also to make classical music more accessible and engaging. These thoughtful production elements help attendees connect with the music in a more intuitive and enjoyable way, fostering a deeper appreciation for the artistry and richness of each performance.
Media & Content Production
Another significant challenge has been producing high-quality video content for each event.
Recognizing the critical role of content production in engaging social networks and attracting media attention, we have made it a priority to capture every concert and event with professional-grade videos and photographs.
Social Media
Our focus extends beyond mere documentation; we aim to create visually compelling and emotionally resonant content that highlights the orchestra's artistry and energy.
This strategic approach ensures that the materials not only serve as a record of our performances but also provide a rich repository of content to fuel social media campaigns, enhance audience engagement, and attract new followers.
By consistently delivering quality visual assets, we have reinforced the orchestra’s brand identity and extended its reach, allowing audiences to relive the magic of our performances and fostering a deeper connection with the music.
