Geneva Camerata

The year Geneva Camerata became a classic.

Geneva Camerata is a classical music orchestra based in Geneva. They hold concerts in Switzerland and tour around the world. For 10 years, this innovative and eclectic orchestra's mission has been to change people’s perception of this musical genre, by creating unique shows, mixing multicultural artists with classical music.

The 50 musicians are conducted by David Greilsammer, recognized as one of today’s most audacious conductors and pianists. Acclaimed for its unusual multi-disciplinary shows that fuse music, dance, and theater. Geneva Camerata also creates surprising encounters between different musical worlds, ranging from classical to jazz, hip-hop, techno and world music.

However, classical music suffers from an elitist, dated, and kind of boring image that is hard to deconstruct.They asked us to help them rebrand their image to ensure that it would finally reflect the "Geneva Camerata" spirit in order to change the younger public's perception of what classical music can be.

Who said classic meant boring? They had already changed how classic sounds, but this year, to reach a new generation of music lovers, we also changed how classic looks.

We decided to embrace the street culture that Geneva Camerata celebrates through their collaborations with a wide range of artists. We put the focus on visual codes that would draw in a new audience, breathe new life into the classical music scene, and bring different people together. After all, isn't the ability to unite people of all generations the hallmark of a true classic?

Geneva Camerata thrives on movement, music, and vitality. We crafted a fresh identity that encapsulates this musical revolution and applied it through a daring outdoor campaign, powerful sound branding, and captivating digital content. This approach led us to select an impactful variable typography, an electrifying color palette, and illustrations deeply rooted in street culture.

These elements make a lasting impression, and when combined, they create a viral impact that resonates from Switzerland to New York across all channels, whether it's through merch, social media, urban posters, or the website.

Results

Thanks to this new identity, we became a classic amongst classical music orchestras.

The press and media outlets have taken note of the change in tone and what this shift represents, and the New York Times said it best: "GECA has rewritten the rules in the world of classical music". Most importantly, the public has embraced this new identity, turning classical music concerts into popular events.

Similarly to how Geneva Camerata shakes up what you expect at a classical concert, the new identity has broken down barriers and has allowed for the demystification of classical music. The audience has never been younger and tickets have never sold this fast. 2023 is truly the year Geneva Camerata became a classic.

Key numbers:

+26% increase in membership sales

85% of subscribers renewed their subscriptions

+40% new followers in the first 72hrs

48K social media impressions

92.56% concert occupancy rate