Astral is a nonprofit organization devoted to the discovery and cultivation of talented young classical musicians with star power. The brand was having difficulties articulating their message, making it hard to communicate their uniqueness to the audiences they engage. Their look was also outdated, which was misaligned with the organization’s true identity.
Through our research and interviews, we indentified that Astral needed a targeted messaging strategy to appeal to their varied and unique audiences. We gave Astral a fresh crescendo of strategic branding that would elevate their position and help them share the joy of quality classical music. Astral received a benefit-driven message per audience segment, as well as a vibrant look to match their personality.
The energetic rebrand not only aligns with Astral’s new communication strategy, but also incorporates the concept of music in transition. Astral’s bold look feels like what it is–a contemporary group with an innovative idea.
Strategy and positioning
Naming and messaging
Visual language and identity
Website design and development
Promotional campaigns and material