Kyle Thomas Hemingway

How do you breathe new life into a 199-year-old orchestra and chorus?

Handel and Haydn Society’s 2013/14 season promotions

Image of orchestra and chorus posed on stage of Symphony Hall Stu Rosner

Disciplines
Art direction, branding, design, photography

Deliverables
Season brochures, posters, direct mail, program books, email templates, social promotions

Collaborators
Stu Rosner

Handel and Haydn Society was founded in Boston in 1815 and boasts the distinction of being the oldest consecutively performing arts organization in the United States. For this, their final season before their bicentennial, I created a suite of promotional assets that positioned the brand for a soft transition into its rebrand the following season.

Large-format posters featuring individual creative for all nine concerts in the 2013/14 season.

A key color was chosen to brand each concert to make them distinctive when they were marketed simultaneously.

Poster for Bach Mass in B Minor
Poster for Mozart and Beethoven
Poster for Handel Messiah
Poster for A Bach Christmas
Poster for Beethoven Symphony No. 4
Poster for Vivaldi Gloria
Poster for Bach and Byrd
Poster for Mendelssohn's Library
Poster for Handel Samson
Poster for Vivaldi Gloria

The outgoing “brick” logo was de-emphasized at the top and the words “Handel and Haydn Society” were stated more prominently in anticipation of a new wordmark the following season.

For the images, a mix of theme-driven photography and images of notable guest artists was chosen.

The URL was featured prominently at the bottom both as an obvious call-to-action but also as another chance to reinforce the name of the organization.

The imagery was carried through all promotions for the season, including direct mail, out of home, and digital promotions.

Bus exterior ad

Exterior bus ad

Spread from the brochure

Sample spreads from the brochure