Alabama Symphony Orchestra
Overview
A Brand Refresh for the Alabama Symphony Orchestra.
In a world where experience matters as much as excellence, the Alabama Symphony Orchestra set out to redefine itself as more than the state’s only full-time professional orchestra. Founded in 1921 and based in Birmingham, the ASO has long delivered concerts, education and community programs across Alabama. Its brand, however, no longer reflected its ambition or energy. We partnered with ASO to create a modern identity that resonates with musicians and audiences, strengthens relevance and supports continued growth.
Approach
We began with a deep discovery process, reviewing ASO’s legacy, positioning, messaging and visual presence across performance, education and community spaces. From these insights, we defined a refreshed brand strategy grounded in three truths: delivering world-class music, building meaningful community connections and extending beyond the concert hall. We then developed a refined visual and verbal identity—stronger logo system, updated typography and color palette, clear messaging and a comprehensive rollout across digital platforms, concert communications and educational materials.
