As a result of a government savings plan, South Denmark Philharmonic's subsidy was put into revision. Forced to appeal to a wider audience, the orchestra needed to redefine their communication and core product.

Through collaboration with other artists, South Denmark Philharmonic challenged the perception of what a symphonic experience could be, and enabled the orchestra to tailor its concerts according to their audience.

To strengthen their position we created a visual brand identity built on the concept of involvement.

By using the ampersand as a visual bridge between two parties, the symphony orchestra became a brand that only truly existed together with its the community, guest conductors, soloists and audience.

Credit: Robert Daniel Nagy, Phong Phan