Liszt Ferenc Chamber Orchestra — Do you see the music?
The project was preceded by a strategic preparation that is rare in the artistic sphere:
🔹 A representative survey of 1000 people on the Hungarian audience: who, why, how often and how listens to classical music.
🔹 international competitor analysis, through data from more than 200 concert venues and 6674 performances: how they communicate, how they differ, where are the “occupied” and “empty” positions in the classical music space.
🔹 alignment of positioning, brand identity, business and artistic concept three years in advance with the involvement of the artistic director of the band. A logo that speaks - a completely new musical language in visual form. The solution is our partner Brand Bar Communications Ltd.brought it, it was a new notation system — a visual language born from the rotation of a traditional five-line sheet music. The band's logo became a graphic representation of Bartók Divertimento's first beats. It was not a graphic game. A new way of writing music, in which any work can be scored, so that each visual element - poster, cover, video, digital content - carries its own graphic imprint of the music. Each member of the band received their own logo, based on the piece of music of their choice. When we first showed the band the image, one of the musicians said, “I see the music.”
The rebranding didn't stop at visuals. We developed a unique web application, LogoApp, with which anyone could generate their own logo from their favorite piece of classical music. Unfortunately, it is no longer available today :( The “Do you see the music?” campaign was a real integrated presentation: Facebook, Instagram, Google campaigns, outdoor elements, new website; launch of Lisztory podcast and newsletter; image film + self-explanatory short film; online press conference, active media relations work made it unforgettable.
As a result of the campaign, the band's share of voice increased from 4.5% to 28.8%, and the number of media appearances jumped tenfold. It was challenging for us, complex and strategic and ultimately everything we built together reshaped the future of a 60-year-old band. This project has shown that classical music is not just a heritage to be preserved, but a living genre — one that can speak a new language if touched boldly enough. And since working together, we already have a lease, we have become ardent fans of this wonderful band.
