London International Awards
2022 Winners and Finalists
Network of the Year: Ogilvy
Bronze
Design
Art Direction
| Entrant: | Ogilvy, New York |
| Brand: | New York Philharmonic |
| Title: | "NYPhil" |
| Corporate Name of Client: | New York Philharmonic |
| Agency: | Ogilvy, New York |
| Worldwide Chief Creative Officer: | Liz Taylor |
| Chief Creative Officers: | Marcos Kotlhar/Danilo Boer |
| Head of Production, NA: | George Sholley |
| Agency Head of Design: | Jens Marklund |
| Designers: | Woojin Nam/Peter Hahn/Nathan Kim |
| Project Manager: | Noreen Masih |
| Director Hogarth Ogilvy Global Partnership, NA: | David M Fowler |
| Managing Director: | Lauren Kulchinsky |
| Executive Group Director: | Emily Maier |
| Account Supervisor : | Keelan Peterson |
| Manager of Creative Excellence : | Madison Ash |
| Production Companies: | Gramercy Park Studios, New York/Ars Thenea, Warsaw |
Description:
Despite its modern and vibrant programming and ambition to be at the center of New York City's cultural conversation, people perceive the New York Philharmonic as elitist, unapproachable and uninviting.
The opening of a newly reimagined hall for its 2022/23 season was the opportunity to dust away its elitist and unwelcoming perception. We were briefed to rebrand the New York Philharmonic to appeal to all music lovers, not just classical ones, and to compete with the breadth of iconic art institutions across NYC.
The revival needed to be more human, welcoming, dynamic and modern, while honoring the history between the city and its orchestra.
We developed a new logo and identity to usher in the next chapter in the New York Philharmonic's storied history. The system needed to have flexibility to work across the portfolio of offerings and types of performances while staying bold and expressive.