GroundMusic brings classical music into the heart of the city, transforming underused privately owned public spaces into stages for emerging musicians. The project connects young performers with opportunities to develop their craft and build their careers, while bringing music and new energy into the community.
The challenge
Emerging classical musicians often have limited opportunities to perform, gain experience, and build a sustainable career. At the same time, privately owned public spaces across the city can sit underused, disconnected from the communities around them.
GroundMusic brought these needs together. With support from the CUHK Knowledge Transfer Project Fund, OutcomesLab developed a programme that paired performances in public spaces with professional development. Young musicians could perform in real-world settings, receive training through KALOS, and learn from global masterclasses and industry professionals.
The identity also needed to make classical music feel at home in these unexpected settings. Street performances of classical music are rare, and the genre can feel formal or distant. The visual language had to invite passers-by in while respecting the musicians and their craft.
The approach
The creative direction brought classical music into the visual world of the street—bold, accessible, and connected to everyday city life. Red, blue, and white draw on familiar colours of Hong Kong culture, giving the identity a strong local presence. The overall feeling is communal rather than formal: music as a shared experience that brings people together.
The logo combines the idea of music resonating outward with the look of a map marker. Its rippling forms suggest sound travelling through a space, while the location reference speaks to GroundMusic’s purpose: bringing performances to places where people gather.
The tagline brings the idea together:
Music as common ground. Resonates with community.
樂動大地社區共響
The impact
Supported by the CUHK Knowledge Transfer Project Fund, GroundMusic delivered 10 performances and supported more than 100 emerging young musicians. The programme also included 30 training sessions, two interviews, and public appearances—creating opportunities for musicians to grow while activating shared spaces across the city.
