BSO | Gala '23
Baltimore Symphony Orchestra
Gala Branding | 2022-23 Season
The Background
Taking colors from the overall brand guidelines of the Baltimore Symphony Orchestra and the 2022-23 season, the Gala color palette plays into the colors of the BSO and the Meyerhoff Symphony Hall. The tans and copper are pulled from the concrete of the building, the handrails leading to the seats, and the light wood that adorns in inside of the hall. We also introduced a new typeface for this particular event; one that exuded elegance while standing strong, just like our institution. This project included invitations, digital ads, social ads, billboards, radio, and environmental design.
For the 2022-23 Season, the BSO & Meyerhoff opened its doors again after being shut down for almost a year during the COVID epidemic. While opening our doors again was exciting enough, it also happened to be the 40th anniversary of the Meyerhoff Symphony Hall. When it came to the Gala celebration, it was a no-brainer: let’s celebrate this historical building and the people who made it. This gave the design and marketing team a great opportunity to play into the design of the building, the history of the Baltimore Symphony Orchestra, and the rich, vibrant, historical culture of Baltimore City.
The Concept
Since we were celebrating the hall itself, the main inspiration for the concept came from the details inside the Meyerhoff building. We started by looking at blueprints of the hall itself, seeking shape and visual inspiration from the lines and curves. Each part of the hall was designed to honor the orchestra and the conductor, with the ebb and flow of the curves, leading the listener deeper into the music.
Using yellows and blues from the BSO brand guidelines, we added orange and purple to reflect the spirit of Baltimore in the 2022-23 season palette. The musical season was about supporting local talent and bringing the Baltimore community together so the colors of the collateral needed to reflect that. For the Gala color palette, we kept the blue and purple from the current season palette and added two tans and a copper. These colors were inspired by the physical structure of the Meyerhoff Symphony Hall.
2022-23 season color palette
Gala color palette
In addition to using the BSO brand typeface, the introduction of a new typeface was key in defining the Gala look & feel. We decided to use ‘Gravesend Sans’ as the Gala typeface for a variety of reasons, one of which was to invoke a sense of nostalgia. While this typeface has multiple thin weights that give a modern feel, it uses strong lines inspired by vintage window signs. It was the perfect combination of honoring the past while giving way to modern innovation.
The Collateral
When the artist Ledisi was announced as the Gala performer, we started making digital ads and billboards that put Ledisi front and center. Using email, social, and digital ads proved beneficial for the BSO because of our wide age range of attendees at the Gala. With our marketing techniques, we saw an 84% increase in social engagement from the 2019 Gala and a 42% increase in attendance.
The invitation was a multi-part piece. Once a ticket was purchased, the attendee was sent a ticket package as their invitation. This package contained the event details, the sponsor list, an insert of the musical history, a party map, the dinner menu, and the valet parking pass. Each of these pieces was designed using the blueprints of the hall as texture and backgrounds.
The Exhibit
We also had an opportunity to partner with local artists to see their interpretation of the Meyerhoff Symphony Hall today. These artists finished their works live at the Gala and even put up QR codes to sell the work. Not only were the artists compensated for their work and time, but any excess proceeds from the artwork went to BSO Orchkids to help fund more in-school programs.
With this historical feat, we wanted to show artifacts from the actual opening of the Meyerhoff Symphony Hall at the Gala. This created an immersive experience for guests where they could see the blueprints, letters, and the success of this Symphony Hall. Opening here in Baltimore was no small conquest and the exhibit provided context for this amazing endeavor.
““Without you, the Symphony might be long gone.””
