Project information
Role: Senior Art Director & Designer
Key deliverables: Brand identity / Visual Identity / Marketing templates/ Event materials
This projects launches with a refreshed purpose for Los Angeles Chamber Orchestra (LACO), an entirely new logo inspired by the stroke lines of a music manuscript, and becomes a motif that represents how the audience feels music.
Los Angeles Chamber Orchestra (LACO) has been enriching and connecting their community through intimate and transformative musical experiences for the past 50 years. As an artistic outlet for the L.A.’s most gifted musicians, LACO has been a force in the classical music world differentiating itself by not having a residency and presenting its orchestral series concerts at many venues around Los Angeles.
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 diverse younger demographics.“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 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”. This brand refresh includes an entirely new logo, updated typography, a fresh color 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.
