Fiona — Product Branding
The challenge
With decades of successful global touring and celebrated recordings, Orpheus Chamber Orchestra has long been recognized for artistic innovation and excellence. Like many cultural institutions, Orpheus faced shifting audience behaviors that made traditional marketing less effective. At a pivotal moment for growth, Orpheus set out to strengthen their digital presence and relationship with their audience.
The approach
Clarify Orpheus’ external narrative and positioning
Lead a full website redesign centered on storytelling and usability
Build email and digital acquisition strategies to prioritize long-term audience growth
Create content to make their artistic process visible and relateable
Delivering a scalable product branding identity that aligns design, strategy, and market positioning
The final product branding delivers a clear, consistent identity that enhances recognition, communicates value effectively, and supports long-term brand growth across all touchpoints.
Why it worked
The Orpheus story never changed. What changed was how and where it was told.
By grounding digital strategy, content, and growth initiatives in a clearly defined narrative, Orpheus was able to reach new audiences and deepen relationships with their existing supporters.
Partners
Eyekiller
Website Development and Digital Ads
Matt Russell & Molina Visuals
Graphic Design
Chris Lee, Fadi Kheir & Neda Navavee
Photography
