A rebrand that invites all to experience the power of music
Establishing an inspiring foundation.
As part of the creative team, I helped reimagine the Minnesota Orchestra’s identity at a defining moment in its 120-year history — marking the arrival of its 11th Music Director, Thomas Søndergård.
We created a family of visual identities that worked together and apart — elevating logo, type, color, photo, line, pattern and message in a fluid experience.
From the revolving “O” mark to the MNO gridded framing device, each element of the simple yet modern system was crafted with motion and harmony in mind — engaging audiences and capturing the movement of music.
Coming full circle.
Our brand framework guided our creative process, anchored by three structural rings to inspire an identity that is sensorial in nature: Outward Experience (“Reveal the sense of place”), Inward Resonance (“Feel the power of music”), and Soulful Presence (“Be the heart of community”).
