Minnesota Orchestra

Brand Evolution • Editorial Design

Task: Introduce new and utilize existing brand elements in a fresh new look for the 2015-16 Classical concert season

About the 2015–16 Season Design: My design concept was chosen to be integrated into the marketing materials for the 1516 season. The new look was very well received by the community, and was carried over to be used in the 1617 season as well. My approach was focused on introducing a more minimal look and feel to our collateral, and to create a sense of breathability through the use of bright photography, and subtle design elements.

Direct Mail Marketing

Task: Simplify our recurring direct mail collateral and unify design elements across multiple campaigns

I collaborated with my colleague to develop a new system for our promotional concert postcards.

Advertising

Task: Advertise singular or series of concerts for the Minnesota Orchestra and Orchestra Hall

I work on most of the print and digital advertising that the Minnesota Orchestra does. I have experience working with many different publishers and advertisers, and I also review analytics for tracking our digital campaigns.

2016 Minnesota Orchestra Sommerfest Campaign

Task: Design and update marketing materials for Sommerfest 2016

About Sommerfest: Sommerfest is the Minnesota Orchestra's summer festival in which a small series of concerts are performed and a variety of outdoor activities, food vendors, and free music are provided for the public to enjoy. The artwork used in the 2015 campaign was executed so nicely, that it was decided to be used another year. In order to provide a new experience for our patrons, I worked to develop a more vibrant color palette as well as an updated type treatment and design system for our collateral.

Minnesota Orchestra Cuba Tour

Task: Develop a graphic that will represent the Minnesota Orchestra's historic tour to Cuba

About the Cuba Tour: After President Obama had taken steps to normalize relations with the Caribbean nation, the Minnesota Orchestra was selected to be the first symphony orchestra to travel and perform in Cuba in more than a half century––a truly historic moment for the organization, Minnesota, and for the United States. I felt a great sense of honor when I was selected to design the graphic that would be the visual representation of the tour. My concept was to give a nod to the vibrant culture of the Cuban people, while conveying a strength that respected the newfound collaboration between our two nations.

Classical Minnesota Public Radio documented the entire trip from the school visits, to the concerts, to a celebration on the final night in Cuba.

Jazz in the Target Atrium

Task: Develop a unique look and feel for a new and diverse jazz series at Orchestra Hall

About Jazz in the Target Atrium: Jazz in the Target Atrium is the invention of Artistic Director Jeremy Walker. When Orchestra Hall was renovated, the addition of the Target Atrium became an inspiration for a more intimate musical setting. The series needed a unique presentation, since it was so different than any of the other series that Orchestra Hall and the Minnesota Orchestra offer. I developed a look for the series while working within the Minnesota Orchestra's existing brand. My concept was to create a central mood that was evocative of the music itself, while designing with a necessary flexibility in mind.