With a newly reimagined David Geffen Hall, The New York Philharmonic sought a brand refresh to coincide with the reopening of its renovated home. The goal was to revitalize the orchestra's image, attract broader audiences, and make it the musical icon it is.

We dived into the archives and conducted stakeholder and audience interviews. That’s where we first heard its nickname: the NY Phil. We continued developing a new visual identity centered on a square logo, symbolizing New York City's famous “blocks” and the immersive concert experience the new concert hall offers. 

The campaign engaged New Yorkers across various communities, inviting all music lovers to rediscover the orchestra, now rebranded as NY Phil. The strategy balanced tradition with modernity, implementing a flexible design system for brand consistency across all touch points. 

This approach resulted in a rejuvenated brand that appealed to both longtime patrons and new audiences, successfully positioning NY Phil for a new era in its storied history.