Brand overhaul including new visual identity, messaging & copywriting, key art design, marketing strategy & implementation, print & publication design, StageHand website, event & program naming consultation.
Goals
Attract a wider audience while still maintaining the integrity of the orchestra’s long history in Denver. For too long, the organization fell into the traps that has boxed classical music in and kept newcomers out.
Brand Pillars
Guiding design, messaging, and programming decisions, DPO’s brand pillars were defined as Friendly, Casual, Passionate, and Local.
Visual Identity
The visual rebrand is a vibrant celebration of music both for the trained ear and the rookies. It is colorful and enticing to people of all ages and lets audiences know—this isn’t your grandma’s orchestra (but she’s welcome too!).
Messaging
Through a new casual voice & tone in copywriting and program & event naming, we helped to create an atmosphere where all are welcome. This genuine approachability broke down the barriers and opened doors to new audiences.
In-Action
When it moved from a sparely attended church performance to a popular jazz club, we renamed their chamber series “DPO With a Twist.” We branded and produced an Emmy Award-winning documentary-style musician-profile marketing videos as “Playing Out” and encouraged blog content under the umbrella headline, “What the Fugue?” in partnership with filmmakers and copywriters under our direction.
Impact
In just a few seasons, average audiences grew from 300 to 1,000 per performance. DPO saw increased donor engagement during fundraising drives, from under $5,000 to over $20,000 around Colorado Gives Day. The organization added programming and increased local and international partnerships.
