cape symphony
Building One Brand from Many Voices
the challenge
One Organization. Too many identities.
Since its inception more than 60 years ago, the Cape Symphony had grown into much more than an orchestra, but its brand didn’t reflect that evolution. The organization was divided between the Symphony and Conservatory, each with its own visual identity and audience perceptions.
Within the Conservatory, dance, preschool, music instruction, and youth orchestra programs had developed their own identities as well.
At the same time, after 17 years of leadership, the highly revered Music Director had become the exclusive “face” of the Cape Symphony in advertising and marketing materials —further reinforcing the perception of an orchestra centered around a single artistic identity.
the strategy
Our objective was to establish Cape Symphony as one organization with a consistent, overarching brand identity—while creating carefully defined “micro-brands” for its educational and community offerings.
Rather than forcing every program into the same visual expression, each micro-brand was given enough personality to speak directly to its audience while remaining unmistakably part of the larger Cape Symphony family. Individual logos were also developed for each, but all stayed true to the new brand marks.
bringing the brand to life
The new brand architecture allowed each offering to develop its own voice while maintaining a clear connection to the Cape Symphony brand.
The Symphony
Sophisticated. Artistic. Established.
Concert materials demonstrated how the Symphony retained the visual authority and sophistication expected of a classical music organization. The creative was designed intentionally as a tool to gently shift the artistic and experiential narrative, one where the orchestra musicians were “the stars” rather than the Music Director alone.
Dance
Expressive. Contemporary. Artistic.
Visual language could become more expressive while remaining connected to the parent brand.
Youth Orchestra + Educational Programming
Elevated. Aspirational. Accessible.
In terms of both branding and exposure, the education program was no longer treated as a secondary offering.
Preschool
A Distinctive Difference
The preschool branding emphasized one of Cape Symphony’s strongest differentiators: an early-childhood experience rooted in the arts.
Cape Symphony Presents
Beyond the Concert Hall
The new brand strategy gave Cape Symphony a platform to broaden its cultural footprint. Cape Symphony Presents introduced eclectic, contemporary artists in unexpected settings—from coffee houses to breweries—creating an entry point for audiences who might not see themselves as traditional symphony patrons.
the brand in practice
The unified brand extended across the organization’s communications, creating a recognizable visual and editorial thread while allowing individual programs to retain their own character.
Outcomes / what changed
Together, our creative team built a brand capable of representing Cape Symphony as a multifaceted cultural organization rather than simply an orchestra—with a consistent identity strong enough to unite its offerings and flexible enough to speak to very different audiences.
The integrated marketing and brand strategy grew audiences, enrollments, and revenue while supporting philanthropic goals. After implementing the brand strategy in 2022, we celebrated FY’24 results, including:
– 12:1 ROAS and 6:1 ROI on total marketing spend
– 15% increase in ticket sales, reaching 98% of pre-pandemic ticket revenue
– 10% increase in total revenue (ticket sales + enrollments)