ORCHESTRA INDIANA
Breaking the mold.
THE STORY
As with many organizations that depend on in-person gatherings, regional orchestras took an especially hard hit during the pandemic. To improve organizational sustainability and expand impact, two local orchestras, Muncie Symphony Orchestra and Marion Philharmonic Orchestra, decided to join forces to become Orchestra Indiana.
THE OPPORTUNITY
The hope was that they could expand their impact and reach new and larger audiences as a combined experience by streamlining programs and operations, using shared resources throughout the state, and increasing partnerships through the power of music. With that strategy in mind, Intersection came on board and enthusiastically tackled the new brand head on.
THE PLAYBOOK
BREAKING THE MOLD
Messaging
VERBAL IDENTITY
As two orchestras became one, they needed a unified message representing their new vision. The goal was to break free from traditional norms and create a brand that resonated with diverse audiences.
Our teams worked together to develop a powerful mission and vision for Orchestra Indiana:
MISSION
To redefine the
orchestra experience.
VISION
To unite the community through the power of music.
The brand voice was carefully crafted to reflect Orchestra Indiana's inspiring and innovative views on music, setting the stage for a transformative identity.
Branding
VISUAL IDENTITY
Inspired by the motion and vibrations of music, the visual identity captured the essence of Orchestra Indiana's bold and revolutionary approach.
The brand mark symbolized the harmonious fusion of musicians and their communities, and the profound impact of music.
The primary bright green colors represented energy, growth, and a fresh new beginning. Paired with modern typography, the brand exuded confidence and approachability, positioning Orchestra Indiana as a trailblazing leader in the industry.
THE ACTION
Brand Launch
Next step, orchestrating a brand launch. The launch was meticulously planned to maximize reach and impact. The announcement celebration, doubled as a press conference, was a showstopper that introduced the new brand with a bang. A captivating brand video, pop-up banners, and custom logo cupcakes added excitement and enthusiasm to the occasion.
The rollout continued across multiple platforms, from billboards and print ads to engaging social media campaigns and TV advertisements. Consistency in look and messaging increased recognition, drawing attention from thousands of website visitors in just a few weeks.
THE IMPACT
The creative approach successfully propelled Orchestra Indiana into a new era of orchestra experiences. The cohesive verbal and visual identity communicated unity and innovation, capturing the hearts of the community, and establishing Orchestra Indiana as a pioneering force in the industry.
The brand launch generated significant buzz, enhancing Orchestra Indiana's reputation as a transformative leader. With a fresh identity and a groundbreaking vision, Orchestra Indiana is well-equipped to leave a lasting impact on Indiana's cultural landscape for years to come.
