Multi-channel marketing campaign for the 2023–24 Merkin Hall concert season.

Client
Kaufman Music Center

Role
Brand Manager & Senior Designer

Listen Different
New season new me.

Every year Kaufman Music Center introduces a new season theme along with accompanying visuals based on their concert programming.

For the 2023–24 season, Kaufman also introduced a refreshed brand system that is featured throughout the campaign materials.

The 2023-24 season slogan, “Listen Different,” drew inspiration from the iconic ‘Think Small’ Volkswagen campaign and Apple’s ‘Think Different’ campaign.

Cymatic Inspiration

The visuals for the season campaign were inspired by cymatic patterns (aka vibration resonance patterns). These patterns closely resembled kaleidoscopic imagery, which was a style that could be easily adapted for marketing products and image collages. To further illustrate the feeling of listening to music, the graphics were abstracted by adding complex glitch-like fractures.

Looking beyond classical music.

As an organization, that features many artists with different visions and aesthetics, we needed to build a system that could feature each artist individually, while maintaining the branding that was created for the season.

The solution originated from outside the classical music industry, drawing inspiration from the branding systems of art museums such as the Whitney, MoMA, and MCA.

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Gala