Formed in 1929, the Lansing Symphony Orchestra (LSO) is widely recognized as a cultural cornerstone of Mid-Michigan. The orchestra curates and performs a wide selection of music, including their MasterWorks Series, Pops Series, Chamber Ensembles, and Jazz Ensembles. The 87th season marked Timothy Muffitt’s tenth year as music director of the LSO. Under his leadership, the organization has focused on performing contemporary selections while maintaining a robust program of classical masterpieces.
For the 87th annual season, Traction’s creative team set out to determine a basic creative theme that would ultimately act as the bedrock for each of the following season’s creative campaigns: Contemporary vs. Classical. Part of the direction was largely based on the director for the LSO, Timothy Muffet. During his tenure as conductor and music director, he had taken an ensemble that almost exclusively played Classical compositions and implemented a contemporary mix of modern-day selections. Now, the creative would reflect the ambitions of the organization.
In this first year of repositioning, brand typography was chosen to juxtapose one another in the same way our idea had – Champion and Gotham represented the contemporary side while Chronicle represented the classical aspect.
The palette would consist of black and white, which the brand would retain each year, and a rotating color. Black and white were chosen because of their relationship to both sides of the theme. As for the rotating color, we decided on the use of gold. Not only is gold reminiscent of brass instruments and strings but of class and style.
Through the use of brochures, program books, posters, direct mail, and more, the creative was more consistent than ever. Regardless of the concert being advertised, there was no question it was brought to you by the Lansing Symphony Orchestra.