ASTRAL

Not the Same Old Song

 

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 Their look was also outdated, which was misaligned with the organization’s true identity.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.

 

KEY DELIVERABLES

  • Strategy and positioning

  • Naming and messaging

  • Visual language and identity

  • Website design and development

  • Promotional campaigns and material

 Astral logo rebrand graphic
 Astral print brochures for the 2012-2017 Seasons
 Astral website homepage and webpage
The Paragraph team spent time getting to know the Astral staff and culture. They attended as many events as possible and spoke with artists, board, staff, donors, and audiences. Obviously, the business of formal interviews, brainstorming sessions, and inventories of collateral happened. However, in my opinion, their true interest in our mission and immersion in our programming is what helped Astral set and accomplish our goals.
— Kristen Golia, Director of Institutional Advancement
 
 Astral 2015-2016 Season postcards
 Close up photograph of Astral business cards