Houston Symphony was planning their centennial season (2013-14) and felt in need of a new identity, building on their long heritage but better symbolizing the brand’s evolution and aspirations for the future. They considered community involvement a must and asked for our assistance.
We began with brand discovery ― interviewing staff, board and patrons at length then continued digging with extensive online surveys among 2,000 patrons and Houston-area residents. Our work provided clear perspective on Houston Symphony and its position within the market, informing longer term organizational strategies. The branding process was guided rich information and insights, along with a unique, personally relevant positioning and personality statement. We reached out to consumers again, obtaining their feedback on potential brand identities.
Houston Symphony celebrated its centennial with a reenergized brand identity, refreshed marketing direction, and an engaging new website ― all of which should resonate for years to come.