Joyce Lam

The Young Audience Scheme is one of the Hong Kong Philharmonic’s flagship music education and audience development programmes, tailored for local full-time students aged 6 to 25. Members enjoy exclusive benefits, including discounted concert tickets, access to behind-the-scenes orchestral rehearsals, and a point-reward system earned by participating in various activities throughout the season.

Between the 2018/19 and 2020/21 seasons, I successfully rebranded the initiative and created a dedicated set of “YAS Buddies” mascots, seamlessly incorporating them into the HK Phil’s broader branding and utilizing them to engage audiences at family-targeted concerts.