BSO 2024-25 Season

ART DIRECTION, BRANDING, & PRODUCTION

Serving as an art director and brand manager, I was responsible for the development of new season branding for the Baltimore Symphony Orchestra. In addition to designing impactful and high-profile publications and environmental signage, I had the unique opportunity to also spearhead the continuation of the organization’s visual strategy.

Through competitor research, visual explorations, and careful consideration, I successfully pitched and advocated for new design elements to serve as the next evolution of previously established brand conventions. The resulting solutions served to strengthen the well-established and familiar brand identity to previous seasons while also elevating the designs in exciting and fresh ways.

Staples of the new identity system include subtle visual through lines (emotive line-work used throughout), reigning in and simplifying the use of color for more emphasis on images and artist highlights, and a stronger emphasis on clean and legible typographic hierarchy. There is also a greater emphasis on emotive typographic focal points to resonate more deeply with the viewer. The introduction of decorative drop caps serves to re-contextualize established brand fonts by adding a classical-yet-edgy tone to the identity, supporting the institutional initiative of celebrating the world-class orchestral sound while also making the art form more accessible to broader potential patron bases.