OUR WORK | Brand Relevance

Redefining an Institution

Create Distinction
SF Symphony Brand & Content Strategy
The Ask
Attract new audiences while embracing existing ones

Create Distinction

The San Francisco Symphony needed a full brand and content strategy in order to better position the symphony and get to the root of flagging attendance and perception issues. The new brand positioning serves as a foundation for the content strategy which outlines the audiences and messaging across every content type across the organization, digital and analog. This brand and positioning work was necessary before the website and any of their content could really sing.


  • New Brand Positioning
  • Brand Architecture
  • Brand Messaging
  • Value Prop Mapping
  • Audience Development Chart
  • Organization-Wide Content Strategy
Create Distinction
SF Symphony Brand & Content Strategy
The Challenge
Expanding relevance while staying true to core musical offering

One of the main challenges was how to rebrand the symphony without changing or mis-representing its core offering, orchestral music. We revitalized within the brand the true purpose of a cultural institution as well as the values of San Francisco, itself. This included a repositioning of the symphony as a whole, moving it from its current treatment as a concert house to positioning as a place of musical enrichment, where concert goers would have a chance to learn more about how to enjoy orchestral music.

Create Distinction
SF Symphony Brand & Content Strategy
The Results
A New Vibrance and Functional Flow

The San Francisco Symphony has been infused with new thinking. Everything from program offerings to the live experiences to the digital experiences is now being looked at through a new brand lens. All SFS content now has a template for the purpose of the content type and audience-centric messaging to make the symphony more relevant to various audience types.

David Chambers, CRO

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