COLLINS is launching a new vision for the 108-year-old San Francisco Symphony -- set to redefine classical music for modern audiences as the org transitions from the old Music Director, Michael Tilson Thomas to Esa–Pekka Salonen, a very progressive and modern successor.
Classical music has always been hurt by perceptions of elitism and irrelevance -- especially during the pandemic, which has devastated the arts. This effort by COLLINS hopes to challenge that. In a similar attempt at modernization, Esa-Pekka is introducing an entirely new blueprint for modern symphonic music built upon a new and groundbreaking artistic leadership model: eight collaborative partners that include Bryce Dressner of The National, artificial intelligence entrepreneur Carol Reiley, bassist Esperanza Spalding and others.
The identity work is experimental, animated and kinetic, using responsive type to represent the movement of classical music. Part of the effort is also an online platform called the Symphonsizer -- an audio responsive digital platform that allows users to immerse themselves in the themes of the rebrand and also re-engage with their love of music in a uniquely digital way.
COLLINS is an independent strategy, design and communications company in San Francisco and New York City. They mix creativity and technology to build brands that can't be ignored.