New Haven Symphony Orchestra

2002-03 subscription series

Background  Though one of the longest-established orchestras in the U.S., NHSO nevertheless faces the same challenge as many arts organizations—attracting and renewing its aging subscriber base. NHSO’s market research of current and former subscribers provided sound direction for the season’s suite of materials.

Project Brief  Building on the power of the music and the performers, the experience of an NHSO live concert became the thematic push for the subscription brochure and related marketing materials. Royalty-free stock characters were used to reflect the diversity of the symphony’s patrons and give voice to the personal experiences shared by concert-goers moved by various composers. The subscription brochure was the centerpiece for redefining NHSO’s identity as a vibrant, “hip” and thoroughly professional music treasure in New Haven.