ROLE: designer, art director
STUDIO: Cargill & Co.
PROJECT: rebrand, website design, print collateral
CLIENT: Lexington Symphony. Under the wand of world-renowned conductor Jonathan McPhee, the symphony performs dynamic, classical music concerts year-round in the historic town of Lexington, Massachusetts. Faced with an increasingly clunky and outdated website and online box office, the organization's current and new business opportunities were at stake. Moreover, the quality and talent of Lexington Symphony's musicians, community programming and performances was not being accurately reflected by its print and digital presence. The nonprofit arts organization tasked me with creating a new, clean site that would be user-friendly, easy to maintain and appeal to both past and emerging patrons. I also wanted to rebuild the orchestra's identity in a way that was inclusive and accessible—building on their mission to bring world-renowned music to people of all ages and socio-economic backgrounds. To that end, I created a new logo and executed a complete rebrand of both print and digital collateral in time for their 2017-2018 Season launch.
Spectrum & Shape
The logo marks jewel-toned rainbow utilizing vibrant, rich colors that represent both range and diversity while also creating interest, a sense of inclusion and a fresh aesthetic. The bars that make up the mark elude to auditory icons and vibrations that are visually similar to stems of notes and sheet music bar. The bars variation of height and width indicates motion, rhythm, fluidity, and upward movement
The typeface applied is legible, modern and fresh. The thinner stroke used for Lexington conveys a sophisticated and approachable look, while the thicker stroke used for Symphony conveys the robust and dynamic nature of the organization, musicians and concert experience.