Houston Symphony // Brand Deployment
The Houston Symphony was feeling tired. Outdated. Less relevant to younger audiences. They needed to change perceptions, and infuse their brand with an energy that not only rang true to their current audience, but that would also generate new interest from a younger audience. To understand the best direction to take the new brand, Chemistry interviewed subscribers, staff members, board members and musicians in the orchestra. The result was a new logo, message platform and graphic standards. New collateral. New signage. And a new website that portrayed the Houston Symphony's renewed energy, along with the enhanced functionality of a CMS, dynamic calendar, and integrated ticketing and payment system.