Changing the tune on who belongs at the symphony.
Atlanta Symphony Orchestra
The Atlanta Symphony Orchestra has something for everyone. The problem? Not everyone believed it. Our research revealed a persistent perception of the symphony as an exclusive world of wealthy patrons, formal attire, and classical music reserved for a select few. We set out to challenge those assumptions, welcome a new generation of concertgoers, and give Atlanta a reason to listen.
Year: 2024
Industry: Nonprofit
Client: Atlanta Symphony Orchestra
Services
Research & Strategy
Campaigns
Content Creation
Digital Design
The Challenge
Through conversations with Atlanta locals and longtime patrons, we uncovered a common sentiment: the symphony isn't for me. The challenge was changing the way people saw themselves experiencing it. We needed to make the symphony feel more approachable without losing the artistry and prestige that made it extraordinary.
Hear Us Out
Two meanings. One open invitation. Hear Us Out was a playful challenge to Atlanta's preconceived notions, and a literal invitation to experience the music for themselves.
We brought the idea to life through expressive typography, bold color, and a visual language inspired by sound itself. Type swells, stretches, and reverberates across each composition, echoing the crescendos, vibrations, and energy of a live performance.
From season brochures and city kiosks to print campaigns and animated social content, Hear Us Out gave the orchestra a fresh voice designed to reach beyond its traditional audience and resonate throughout Atlanta.
Historical Results
The results spoke for themselves. Hear Us Out helped the Atlanta Symphony Orchestra sell out tickets faster than ever before in its history. By challenging old perceptions and giving the orchestra a bold new voice, we helped turn an invitation to listen into a record-breaking response from the city.