Orchestra of St. Luke’s

OSL brings music to life with world-class performances, city-wide community and education programs, and through the broad array of musicians and ensembles who rehearse, record, and perform at The DiMenna Center for Classical Music.

Branding, Print, & Web Design

Project Overview
For several years, the Orchestra of St. Luke’s had witnessed shrinking attendance at performances and an aging audience. This sparked concern that the organization may shrink out of existence if they didn’t start to appeal to a broader—and younger—audience.

The Orchestra of St. Luke’s approached our team to implement a brand refresh, new website, and collateral in a rush. Building our team with a mix of experienced brand, print, and web designers, and web development with a deep benchmark of building websites for performing arts organizations, we were able to pivot the communication materials of the organization in a way that could compete more effectively with their bigger budget peers.


  • Revive and refresh branding and collateral to effectively communicate the brand spirit and appeal with freshness and vitality
  • Promote their biggest event of the year, the Bach Festival
  • Increase exposure about education & outreach to appeal to more funders
  • Communicate ALL events
  • Improve ease of traditional and online ticket purchasing & making donations

Season Brochures and Programs

Previous to the 2018-2019 season, the Orchestra of St Luke’s season brochures and programs were dark, hard to read, and strangely organized with variable quality photography. In 2018-2019, we coordinated with the organization to send a team of photographers out to as many performances and rehearsals as possible to document their musicians in the dynamic and visually inspiring concerts that they host.

We use the newly developed brand standards which included new and interesting typefaces, colors, and swooshes to bring in the visual vibrancy of the music to life. The final printed pieces are a mix of vibrant professional photography, color blocking, thoughtful typography, and swirling lines that show the dynamic motion of the performers. The refreshed visuals culminate in a design that properly demonstrates the quality of their performances, and expresses their view of classical music through the lens of the modern world.

Gift of Music Gala Branding, Invitation, and Collateral

The Gift of Music Gala recognizes outstanding musicians, individuals, and organizations that have made significant contributions to the world of music. This annual gala is hosted by David Hyde Pierce and held at The Plaza Hotel in Manhattan and brings together musicians,  appreciators, and supporters for an evening of performances, dancing, food and celebration.

In collaboration and coordination with the vision of the event designer Jes Gordon, we create the overall branding and aesthetic for the invitation suite, collateral, and program for themes including Celestial Evening, and Fresh Classics.

Web Design

A side by side comparison of the OSL website before (first) and after (second) our redesign.

Before we dove into any web design work, we worked with OSL to identify their key target audiences and their goals for the new website that needed to be addressed. Because OSL offers a wide range of different services, and each service is targeted towards a different audience, it was important to extract as much information upfront so we could formulate a plan for the new website to ensure that it supports everything they do.

Aside from providing a visual facelift to support their new brand spirit and appeal, we sought to increase awareness about their education & outreach to local students, families and funders, expand the promotion of their events and concerts, an improve the user experience for those interested in buying tickets, subscriptions, making donations, and much more.


The outcome of the brand refresh, collateral, and website has increased event attendance significantly, built increased brand awareness, and improved staff morale. These combined elements have allowed OSL to more effectively promote events, sell tickets, and stand on even footing with their higher budget peers in a crowded New York City arts environment.

“The brochures look AMAZING. I am so proud of them and really feel that they communicate a new, fresh, and better brand. The whole design refresh accomplishes exactly what I was hoping – communicating modernity, accessibility and vitality while feeling like an organic evolution for a 44-year-old classical musical brand. We’re trying to be more relevant and competitive in a saturated NYC arts environment and I think the degree of design sophistication that you have achieved for us puts OSL on much stronger footing against our larger budget peers.

Jim (James Roe, President & Executive Director) keeps saying that it’s exciting and fresh and confident without pandering. This is high praise! What he means is that it’s confident and doesn’t shy from the fact that our musicians (and most of our audience) are not kids.

Thank you again for all of your work – I hope you’re as proud of it as we are!”

Steven Litner

Director of Marketing, Orchestra of St. Luke’s (OSL)

Let’s Work Together

We enjoy taking on smaller projects that then become larger initiatives. There’s no project too big or too small for us. We’d love to hear what you have cooking.

Not ready to get started? Check out this free toolkit that walks you through everything you can do now on your own to set your website project up for success.

New Business

Reach out to start the conversation about your next big idea!

[email protected]


Questions? We can help you find what you’re looking for.

[email protected]


Please include your resume and link to your online portfolio.

[email protected]