Challenge
The Los Angeles Chamber Orchestra has been a force in the classical music world for the past 50 years. With the entrance of their new musical director, the orchestra was looking for a new brand that would energize its current audience – as well as dispel the common misconception that classical music is only for older audiences and shed the traditional and conservative perception of its brand long held by younger demographics.
Idea
“The invigorating power of classical music.” A new positioning that focuses on the audience experience in order to spark the public’s curiosity. People today are more stressed and anxious, meaning they are look for experiences to help them unplug and relax. This new positioning highlights the powerful emotional effect of classical music performance and its cognitive ability to restore, refresh and ultimately invigorate audiences.
LACO’s new purpose and messaging framework aims to fill audiences with wonder, provoke awe and foster emotional well-being through the invigorating power of classical music. This idea is expressed through the tagline, “Feel Everything”.
The creative redesign includes an entirely new logo, updated typography, a fresh colour palette and enhanced layout applications. The stroke lines of a music manuscript make up the logo and become a motif that represents how the audience feels the music.
Brandpie has been a dream to work with. In the crowded cultural sphere that is Los Angeles, we needed something truly different in order to stand out. But we also couldn’t alienate existing audiences. Brandpie’s sophisticated read of the situation on the ground and their keen sense of style have created a truly differentiated, truly beautiful brand to mark this new era in LACO’s history.Justus Zimmerman
Director of Marketing and Communications
