My Last Orchestra Piece

Just as I left the Minnesota Orchestra to join Saint Mary's University, the 2017-18 concert season brochure was printed. This was to be the springboard of the look for the 1718 season that will start in October of 2017. The main thing I wanted to do was really take off with the brand look and do something that would take the classical music world by storm. No, seriously! I wanted to send some shock waves and I think this piece did that. Trust me, this look is not typical of classical music marketing collateral. We had teased the hero photography in earlier pieces and in digital ads, but in this piece it was front and center. A few highlights of taking full advantage of the brand: Outlining our italic black weight font and going all lower case and running it vertical, full use of the hero photography, and creating more complex and bold photo collages. What I loved about this look was it was simple and clean, but not boring because it was bold and dynamic and full of energy.