New Jersey Symphony

Evolving a brand as bold as this innovative orchestra

In advance of their centennial season, the New Jersey Symphony had plenty to celebrate: brilliant performances, forward-thinking programs, an internationally renowned music director, and an impressive track record of inclusivity, education, and community engagement.

But the orchestra faced significant challenges: the heavy-hitting orchestras of New York and Philadelphia were across porous borders and the orchestra’s performances were dispersed across New Jersey, making it hard to build local “ownership”. While those in the know were devoted, research showed a lack of brand recognition and perceived value.

The orchestra needed to evolve a strong, distinctive brand that would project its differentiated story and convey the reasons to choose to both attend and support the New Jersey Symphony.

To help the orchestra set the stage for the next 100 years, we conducted qualitative research, internal and competitive communication audits, and collaborated to develop:

a new vision statement, highlighting both the orchestra’s history of innovation and its commitment to diversity, equity, and inclusion;
a streamlined brand architecture that made it easier to understand and connect with the organization’s wide range of offerings;
a cohesive, vibrant visual system;
a subtle name change to be more intuitive, consistent across programs, and operationally easier to use; and
a compelling centennial season brochure, followed by an array of print, digital, and social marketing and development collateral.

Objectives

Build ownership, excitement, participation, and support in a challenging environment
Communicate a distinctive identity
Own a desired position in a crowded cultural and civic landscape
Break down well-known barriers to attending orchestral concerts
Turn performing statewide in multiple venues—without a single owned “home”—into an asset, not an obstacle
Bring forward and celebrate a demonstrated commitment to diversity, equity, and inclusion.
Reinvigorate loyal fans—and build on the new digital audiences forged in the pandemic
Make clear—and get credit for—a wide variety of offerings, on- and off-stage
Deepen patron engagement to increase contributed revenue

Collaboration

Engaged in a hands-on, collaborative process with stakeholders across the organization and key constituent groups
Evolved guiding brand attributes, including qualities and assets that set the orchestra apart from its competitors
Crafted storylines and a messaging framework, elevating the Symphony’s differentiating strengths
Designed a bold, energetic, dynamic, flexible visual system, informed by brand attributes
Wrote an externally focused, enthusiasm-generating vision for the organization
Simplified the Symphony’s name and developed a new brand architecture to bring clarity to multiple program offerings
Deployed a new visual system and messaging to create print / digital / environmental / social communications—all tuned to a variety of audiences and opportunities

Scope

Extensive qualitative research
Internal and competitive communication audits
Brand strategy / architecture
Attributes / storylines / messaging
Naming
Vision statement
Visual system
Print / digital / environmental marketing communications
New suite of development communications
Website integration of new brand
System documentation

A distinctive primary identifier system

Moving away from the previous identifier’s combination of a written-out name paired with an anodyne, cumbersome monogram, the new wordmark adds clarity, elevates “New Jersey,” and transmits a more modern, dynamic character. A system of modifiers enables the Symphony to bring forward different program areas while always building meaning in the parent organization.

A new visual system integrates a bold color palette; unexpected approaches to photography; dynamic typography; and energetic, angular gestures—together, projecting a personality that’s singularly New Jersey Symphony.

We communicate more authentically and effectively now: what we had before could have represented any other music organization. Now we look and feel like the unique orchestra we are. Plus, just two months after our launch, we’ve heard from both our stakeholders and patrons that they’ve been drawn in by the exciting look and feel—and we’ve seen that borne out by some of the best response we’ve ever seen to our digital ads and online communications.”

Geoff Cohen

Vice President of Marketing & External Affairs, New Jersey Symphony (former)

An intuitive brand architecture

We consolidated a confusing range of programs into easily graspable focus areas—each well connected to the New Jersey Symphony—to build recognition and accrue value.

NJSO Virtual + NJSO@Home + NJSO Everywhere short videos + Couch Concerts + Ask a Musician + Archival Recordings

New Jersey Symphony
Virtual + Concert Films

NJSO Community Partners + Neighborhood Concerts + Music and Wellness Programs + In-school Programs + College & University Workshops + #OrchestraYou

New Jersey Symphony
Everywhere

Resonant, differentiating messaging

An “elevator” message constructed of four “floors” positions the Symphony advantageously relative to neighboring larger orchestras—highlighting its adventurousness and inclusivity. The “first floor” provides a topline overview; subsequent floors add more detail and can be included or left out depending on audience and opportunity.

Floor 1: big picture
The New Jersey Symphony is living what it means to be a nationally leading, relevant orchestra. Essential to the rich cultural fabric of our state, we provide inspiring, enriching, entertaining experiences—across genres and venues—bringing music that’s meaningful to you, to you.

Floor 2: what, who and for whom
Through adventurous performances, engaging educational experiences for all ages, and robust community programming, we encourage everyone to enjoy the magic of orchestral music in all its forms. Led by internationally acclaimed Music Director Xian Zhang, our outstanding musicians, conductors and soloists offer the highest level of artistry—from classical masterpieces to world premieres—along with popular works and family concerts.

Floor 3: values to highlight
We’re proud of 100 years of being in and of our community. A deeply rooted commitment to diversity, equity and inclusion drives our mission to champion new, and often local, voices—and invite new audiences to join us.

Floor 4: more audience engagement detail
We are always seeking new ways to connect. In addition to the wide-ranging programming of the core season, our summer parks concerts are much-loved occasions for families and friends to get together and listen in informal settings—and we offer front-row seats in the comfort of your own home to our virtual performances and concert experiences. We partner with local theaters, dance companies and museums to create dynamic interdisciplinary performances, and we welcome all New Jerseyans to more than 150 community events every year. We’re also devoted to building the next generation of listeners and musicians through our hands-on educational programming, including our youth orchestras that provide valuable opportunities for students’ musical and personal growth.

Brand architecture, messaging, and the components of the visual system come together

Connecting with audiences

To ensure the success of the new brand’s launch and ring in their centennial, we worked together with the Symphony on key communications for the first in-brand season, including an updated website, season brochure, posters, digital and social media assets, and environmental graphics to better “own” the different performance venues.

Heralding the centennial season, this brochure combines signature New Jersey Symphony visual elements to innovative effect: energetic and unexpected approaches to photography, angular gestures, and vivid color—all while making important seasonal subscription information clear and integrating engaging conversations with orchestra personnel.

In a challenging market, between two very prominent orchestras, we needed to show and tell audiences what sets us apart—and engage our diverse audiences in our wide-ranging programs and educational initiatives. Our collaboration with Sametz Blackstone does exactly that, and perfectly captures who we are and want to be going forward—a leader in the orchestra world known for our innovation and inclusivity. Our new brand also shows our ‘New Jersey chutzpah,’ boldness, energy, and warmth—and conveys that we offer the highest level of artistic excellence.”

Gabriel van Aalst

President & CEO, New Jersey Symphony

We worked with the Symphony’s web development partner to smoothly integrate signature brand elements and new messaging into their existing site.

The pandemic was incredibly challenging. At the same time, going into our centennial, we wanted to make the most of the opportunity to reconnect with our loyal audiences—and build on relationships we developed through new digital initiatives. We’re thrilled with the results of this project—our new materials are clearer and more compelling, welcoming, and vibrant than ever.”

Geoff Cohen

Eye-catching digital ads and social media stand out, encouraging current and new audiences to buy tickets. Proprietary framing elements across social media—including video—build brand recognition and ensure that all dollars spent reinforce each other.

Engaging donors

To help make the most of the excitement generated by the centennial season, we wrote and designed a suite of development materials that encouraged philanthropic investment, rather than a transaction. These included brochures that targeted specific giving levels and motivations; one-pagers that focused on donor priorities; and engaging appeal letters.

We replaced a disparate set of development collateral with a coherent progression. The Friends entry level piece encourages prospects to “join our community.” The next level Amadeus Circle piece focuses on being a part of the Symphony’s upward trajectory. The higher-level President’s Circle piece asks donors to “invest” in the Symphony.

Donors and prospects are not a homogeneous group. One-page “priority sheets” enable development staff to meet people where their interests lie: education... guest artists... innovative programming.

While the components in the Symphony’s annual appeal letters might look familiar, these solicitations quickly separate from those of other organizations by being great exponents of the new brand.

Evolving our brand has been a mission-critical project, and Sametz Blackstone has been right there, providing leadership, creative ideas, and highly responsive, hands-on support.”

Geoff Cohen

Comprehensive documentation, combined with online coaching, enable all who commission, develop, and review communications to create materials that both perform their tactical jobs well—and always build brand meaning and recognition.