Perceived as a very traditional cultural institution, Carnegie Hall wanted to attract a fresh audience beyond the experts and aficionados of classical music. We were asked to help leverage more than a century of heritage and reputation to inspire a new generation of music devotees.

Our approach was to make the brand more approachable to new audiences including young families and school communities.

We created the Carnegie Spotlight, a strategic idea and graphic device to denote a space where something special can happen. We also developed a new website with over 150 pages of dynamic content showcasing the Hall’s education programmes, rich artistic history, community involvement and fundraising initiatives. This provided a new commercial engine to complement the Hall’s new brand.

We are thrilled to continue our relationship with Carnegie Hall, refreshing the look and feel of its seasonal programming of over 250 concerts each season and ensuring the new brand feels as distinctive and differentiated as its legendary history in New York City.