How can we beckon locals to come to the Atlanta Symphony Orchestra and enjoy a night of classical music? Classical music has an image problem: people see it as elitist, old fashioned, and not for them. People feel intimidated by the thought of attending the orchestra. How can we make it more relatable to the average attendee?

It was time to shed the notion that the symphony is only for elites. The ASO needed a more wide-appealing look and feel that exemplified their expressiveness. Something to tell audiences that they are welcome no matter who they are or where they’re from. They needed new messaging to speak to this as well. Something that could be used as an open invitation to everyone who wants to be enriched by the symphony’s beautiful music.