We were commissioned by the London Symphony Orchestra in 2015. The challenge was to strategically review their brand communications in light of the appointment of Sir Simon Rattle to the position of Music Director from September 2017 (an exciting and important partnership based on shared values of accessibility, passion and progressive ideas). The Orchestra has a rich heritage and long-standing reputation as a brave and progressive company, and the challenge was to ensure that these values were being communicated through all materials; encompassing a seasonal programme of events as well as LSO Live (its record label), LSO Discovery (the Orchestra’s education and community programme), LSO St Luke’s (a unique multipurpose venue) and multiple partner and patron schemes.
An in-depth audit undertaken as part of the project revealed that it was being presented in an extremely traditional manner, failing to differentiate itself enough from other orchestras across London and Britain.