Orchestre symphonique de Québec
Orchestre symphonique de Québec

The Purpose

Orchestre symphonique de Québec’s audience was aging. After 115 years of existence, it needed to attract new audiences who typically saw classical music concerts as boring and elitist. At the same time, the OSQ couldn’t risk losing loyal subscribers along the way. The agency was given the task to update perceptions of the OSQ and the music it performs without betraying their essence.

The Challenge

How to broaden the appeal of the OSQ and its music while maintaining credibility?

The Insight

Emotion moves everyone, regardless of age and social status. By focusing on emotion, the agency thought it could reinvent the language of the orchestra, get around preconceived notions, and invite people to come try something new, an experience in feeling.

The Execution

The entire brand platform was designed around emotion. The logo is a supersized stylized initial “O”: “O” for orchestra but also for the “Oh!” of surprise, awe, admiration, wow. The lettering style of the “O” evokes the shape of certain orchestral instruments. The “O” comes to life in a variety of applications: stationery, posters, season brochures, concert programs, banners, print ads, press kits, and promotional materials (T-shirts, album covers, instrument case tags). In marketing materials, it’s a setting for colorful floral and vegetal designs, like an invitation to slow down and enjoy life. Also in the works: an “O” as a monument in a park in Quebec City, playing classical music on demand to passersby.

The Impact

After the launch, there was a broad positive coverage of the OSQ’s new image in Quebec cultural, news media and international design media. The orchestra is growing again and has a 151% increase in paid appearances, 5% increase in subscriptions and box office.

Supplementary information
To ensure all efforts were aligned to the same goals, the revamp of the OSQ’s image was developed in concert with a new business plan and brand positioning around the idea of “Creating a unique symphonic experience.”