Pittsburgh Symphony Orchestra
23-34 Season Rebranding
Developed and implemented a range of approaches aimed at rebranding and creating a more effective marketing and design approach for the Pittsburgh Symphony’s 2023-2024 Classical Concert Season. The primary goal was to broaden the customer base and increase awareness, engagement, and revenue to support the Symphony's strategic plan.
Activated and expanded the Pittsburgh Symphony's audience engagement through best-in-class, multi-channel creative communication approaches. Developed creative approaches to fuel existing and future campaigns, marketing strategies, audience outreach, and content creation strategies.
Photos by George Lange
PSO Disrupt Concert Series
PSO Disrupt is a new series that embraces how to do classical differently, shaking up how audiences have experienced concerts for over a hundred years. In a series of posters and digital experiences, such as digitally enhanced print materials, transit graphics, and signage experience as well as augmented reality performances by its musicians.
The goal is to augment (pun intended) the innovative nature of the PSO Disrupt series in a way that quickly communicates to new patrons that the orchestra is for anyone.
Persist
Shostakovich Symphony #10
Developed the marketing and branding for the Pittsburgh Symphony Orchestra's inaugural concert in the "Disrupt" series, specifically catering to young professionals. This approach involved creating a distinctive brand identity and implementing engaging on-stage and pre-concert programming.
Integrated augmented reality technology to enhance the overall experience and utilized geo-targeting and multi-channel marketing to reach and engage the target audience effectively. Efforts aimed to reshape the Symphony's brand image, captivating existing and potential customers with a more compelling and immersive experience.
RIOT
Stravinsky’s Rite of Spring Concert
Spearheaded the graphic design, advertising, and branding for the second concert of the "Disrupt" series by the Pittsburgh Symphony Orchestra. This immersive concert showcased Stravinsky's Rite of Spring and featured on-stage insights, pre/post-concert programming, and themed drinks in a relaxed atmosphere.
Crafted messaging across various channels, including augmented reality, print, digital, social media, and out-of-home advertising resulting in an engaging and cohesive experience through innovative programming and strategic communication.
PSO POPS Season Branding
Built a branding and design approach for the 2023-2024 Pittsburgh Symphony Pops series to attract a broader audience and drive season subscription renewals among existing customers.
This approach encompassed various mediums, including print, web, social media, and digital platforms. Additionally, we conducted A/B testing to optimize pricing and implement new modeling approaches. Ultimately, our overarching goal was to position the Pops series as a captivating and highly sought-after concert experience, featuring nationally renowned artists and organizations.
Direct Mail Promotional Mailers
Revamped the messaging and design approach for The Pittsburgh Symphony Orchestra's targeted direct mail outreach efforts, aiming to bring upcoming program offerings to the forefront of the current and desired audience base's minds.
The strategy emphasized visually appealing and attention-grabbing visuals, accompanied by a clean and uncluttered design. The objective was to inform, drive sales, and establish The Pittsburgh Symphony as the go-to choice for upcoming entertainment opportunities among the customer base.
Pittsburgh Symphony Orchestra Summer Series Branding
Developed a branding approach for the Pittsburgh Symphony Orchestra's Summer Series of programming, encompassing the parent brand and four distinct sub-families of concert offerings. This initiative involved strategically designing and implementing the branding across various channels, including digital, social, and print.
The goal was to create a flexible framework that allows for future expansion while adhering to established guidelines. The approach was crafted to be friendly, conversational, and engaging, catering to multiple target audiences, both young and young at heart.
Pittsburgh Symphony Orchestra Concert Reactivation
Executed a series of rebranding and repositioning campaigns aimed at revitalizing sales for various individual concert performances. Implemented strategies encompassing redesigning, rewriting, and fresh creative approaches to drive ticket sales effectively.
Demonstrated results by meeting or surpassing established revenue and attendance objectives through these targeted initiatives.
Tchaikovsky Symphony No. 9
CD Release
Revamped the creative direction for the Pittsburgh Symphony's latest CD release, showcasing Tchaikovsky's Symphony No. 9. Developed and constructed two sets for a reshoot, capturing the essence of the conductor and music.
Directed the shoot of the conductor Manfred Honeck and collaborated with acclaimed photographer George Lange. Color-corrected the images to achieve optimal visual impact and designed multiple variations of the CD packaging.
