Creating an iconic brand for a diverse community of singers, thousands-strong.


Choir! Choir! Choir!

Brand Development × Website × Collateral

Role: Creative Director & Designer
Studio: Working Session

Founded in 2011, Choir! Choir! Choir! has amassed a dedicated and passionate community of singers and a thriving international fan base on YouTube (15,000 subscribers and over 10 million views). They have performed with renowned artists such as Patti Smith, Tegan and Sara, and Rufus Wainwright, and onstage at New York’s Carnegie Hall and Radio City Music Hall with the likes of Debbie Harry and The Flaming Lips.

Their membership model casts convention aside; it is open to anyone and they meet twice weekly to sing at a bar in Toronto. With a massive community of singers and fans, the Choir! brand needs to be immediately recognizable and as high-energy as the group itself. 

Working Session manages the brand and creates all graphic elements and collateral. We designed the website to be a vivid and intuitive portal to all of the information needed by their diverse audiences: press, collaborators, singers, fans, and clients. The branded collateral — from album art to merch — is bold and recognizable in an instant. 

Photograph by Andrew Williamson