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Challenge
In March 2003, the Houston Symphony requested that Edge assist in the creation and implementation of advertising for its current and future performance seasons. The assignment was complicated by shortages of time and budget and by public confusion about labor unrest and financial shortfalls reported in the news media. We felt honored to step into the breach. |
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Contributions
Edge assisted in developing messages to offset imperfect news reporting, while also designing materials to inform and enlarge audiences for the orchestra’s classical, pops and family concert series. Promotions for the 2003-04 season, themed “Expressions of a New Spirit,” employed new design and communication strategies for print, broadcast, direct mail and the Web. We had the special pleasure of creating a theme and mark for the symphony's upcoming capital campaign, an award-winning poster series, and graphic identities for the symphony’s 90th Anniversary year and new “InterAct!” series. For the 2004-05 season, we designed and produced new season subscription brochures built around the theme “Experience Symphony!” |
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Summing Up
Though our work for the symphony ended in February 2004, we remain big fans—proud to have upheld the organization’s image and supported ticket sales during a difficult time. For what we achieved, we owe special debts to the symphony staff, to Houston publishers that provided ad space, and to our local radio and television stations for their largesse. |
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Edge brought a consistent look, sound and feel to everything. Suddenly copy was readable and design was recognizable as the Houston Symphony’s! Once Edge got a chance to design our newspaper advertising, single ticket revenues for Classical concerts jumped 87 percent. I haven’t experienced results like that in 18 years of marketing. And I’m prouder of our 2004-05 Classical season brochure than anything previous in my career.”
Bruce Robinson
Senior Director, Marketing and Communications |
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