The New York Philharmonic is an institution with a glorious history and expansive future. However, because of changing times and audiences, the Board determined it was time to address the relevance and clarity of its image.
We offered a distinct positioning which communicates the experience live classical delivers encompassing heart, mind and soul. These attributes extend far beyond the functional benefits the Philharmonic had currently employed in communications and touches the real benefits we discovered through extensive research. Once we achieved consensus with management and the Board we then crafted a new Brand which reinforces these benefits. A complete and consistent visual system further communicates all aspects of communications to numerous specialized audiences.
Perception now does not lag behind reality in the marketplace of the orchestra. Foundations understand why they should donate and customers should attend or subscribe for the season. Whether you are visiting a summer Concerts in the Parks performance, a Kidzone special school educational program or the glittering and important Opening Night at the start of the season, you are certain to experience a consistent and personal identity which is unique to the New York Philharmonic.