"Great Music doesn't care..." campaign for Missoula Symphony

The Symphony needed an invigorating shot in the arm. Interest was waning, attendance was stagnant. Our task was to create energy and share the excitement of live symphonic music—in print. The Symphony’s core audience skewed older; we were tasked with engaging a younger audience. Collaborating with the executive director and the Symphony’s board of directors, we learned of the interests and habits of these younger symphonic music lovers who could become season ticket members. Focus groups gave us opportunities to hear from these folks directly, and we learned what spoke to their hearts. For seven symphony seasons, campaign messages emerged from our findings. We admitted that “great music doesn’t care what you wear,” and empathized with every Missoulian who has difficulty choosing between recreating and enjoying live music.

We developed concepts and designed various communication pieces including posters, print ads, digital ads, concert program books, invitations, and fundraising collateral.