Upper Chesapeake Chorus Undergoes Rebrand To Share Their "Visual Voice"
HAVRE DE GRACE - The Upper Chesapeake Chorus has a new look, or as they call it, a new “Visual Voice.” The chorus, a local chapter of Sweet Adelines International, is undergoing a vibrant rebranding effort to create a “strong and sustainable future.”
The award-winning women’s chorus was founded in 1973. Led by Director Tyler Horton, the group sings a cappella in four-part harmony, celebrating Barbershop-style music. The choir received its official Sweet Adelines International (SAI) charter in 1975 as the Atlantic Bay Mountain Region 19 chapter. They rehearse weekly on Monday evenings at St. Paul’s Lutheran Church in Aberdeen.
SAI is working to modernize its brand and make choral music more accessible to younger audiences. As part of the “Visual Voices” rebrand, they are implementing revised song guidelines, updated costumes, and best practices for diversity and inclusivity.
UCC said they embrace this new philosophy and plans to “ engage new members while fostering diversity, inclusivity, and a sustainable future.”
According to UCC, The redesign process was extensive. The chorus hired a professional design and communications firm that not only created a new visual look but helped the group learn how to expand their use of social media to share their music, engage with the community, book performances, and, importantly, reach new potential members. Funding for this effort was provided in part by Harford County Cultural Arts Board.
If you love to sing and want more information about joining the chorus, you can email info@LetsSing.com.