So, together, we built a brand expression that offered up tradition as a fertile ground for innovation. To put it plainly: timeless art forms help us metabolize, understand and embrace the new. Quickly, we realized the power of cultural institutions like SF Symphony lies just as much in their ability to pull stories, ideas and questions from the future into contemporary art forms as it does in their capacity to preserve the masterworks of the past. Their ambition was to expand that reputation, retain the devoted audiences who had come to love the Symphony and begin recruiting new audiences for the future. When the San Francisco Symphony invited us to work with them, they were already celebrated as a pioneering, global orchestra.
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