Helsinki Philharmonic Orchestra rebranding by BOND.

Helsinki Philharmonic Orchestra

With the power of 102 musicians

The Helsinki Philharmonic Orchestra (HPO) is one of the world’s leading symphony orchestras. It plays a significant role in the capital city of Finland as its cultural business card. The activity of the orchestra is based on high quality, weekly performed concerts.

HPO is competing for the free time of the townspeople. All leisure time activities are accountable, like other cultural services, sports, shopping and time spent at home. They wanted to reposition the brand in order to strengthen the brand image and overall experience.

More Info

client:

Helsinki Philharmonic Orchestra

website:

helsinginkaupunginorkesteri.fi/

contributions:

Brand identity

Art direction

Logo design

Copywriting

awards:

Cannes Lions, Shortlist, 2016

Type Directors Club Communication Design, Winner, 2016

Rebrand 100 Global Award, Best of Award, 2016

Best of Finnish Advertising and Design, Silver Award x 2, 2016

Best in European Design & Advertising ADCE Awards, Nomination Winner, 2016

industry:

Culture

helsinki philharmonic orchestra rebranding by BOND

Time for an update.

Rebranding was started because the visual identity of the orchestra was old-fashioned and conventional. The graphical appearance and its implementation were not logical and the orchestra didn't have a consistent strategy for marketing communications. The aim of the rebrand was to attract new audiences that will be established in time by maintaining the high quality and the artistic profile. The image would be cherished, but improved and modernized. It was clear that the name would remain the same.

Orchestra in the heart of the brand.

In a series of workshops the new positioning and identity was crystallized; the power and energy of the music is the driving force of the orchestra. Therefore the identity was based on the key element of the orchestra: the musicians. Their body and emotions are the only visual element on the stage - they are the flesh and bones, embodiment of the music. United for Helsinki, with the power of 102 musicians. The musicians were the new core of the new brand. Spreading out the musical energy for every citizen reaching out for an A-level customer experience. The new logo was built around the orchestra name, surrounded with the names of every orchestra musicians forming a living ensemble.

Big sound

They key marketing message was 'Big sound' - the Experience, when a concert is more than just a concert - try it out yourself. This message was spread through multichannel marketing, drawing the attention of various focus groups. The marketing material was heavily based on photography and the orchestra itself. The multi exposure photos taken by Marko Rantanen bring the musicians alive with motion.

“BRAVO!”

Consumer opinion

After launch, the new identity has received positive feedback and attention for example from music critics and cultural field of its bold and modern touch. Among citizens, there are opinions for and against: boring, too strong colors and unclear vs. Bravo!, youthful and excellent visibility.