Helsinki Philharmonic Orchestra

From historic orchestra to symphony for modern ears

Bond-Helsinki Philharmonica-Orchestra-casecover-mobile


Brand Strategy, Brand Identity, Brand Marketing


  • Cannes Lions Shortlist 2016

  • TDC Winner 2016

  • Rebrand 100 Global Award Best of Award 2016

  • Vuoden Huiput 2 x Silver Award 2016

  • Nomination ADCE Awards 2016



The Helsinki Philharmonic Orchestra wanted to do more than keep existing audiences interested in their weekly concerts – they saw a big opportunity to attract new ones too. So we created a bold new identity for Helsinki’s most precious cultural asset that was built on the power and energy of 102 of their most important assets the musicians themselves. 

The Helsinki Philharmonic Orchestra is one of the world’s leading symphony orchestras and a major cultural asset for Helsinki. 

For 140 years, they’ve held weekly concerts, giving people a chance to regularly hear masterpieces performed by some of the finest musicians on the planet. 

Like all brands, the Helsinki Philharmonic is competing for their share of the most precious thing in the world – our spare time. These days, they’re up against a world of other leisure activities, shopping trips and even our phones. After all, weekly concerts need a regular audience. 

They wanted to do more than keep existing audiences interested. They saw a big opportunity to engage a younger audience waiting in the wings. It’s a challenge though when your visual identity has become tired and old fashioned, with inconsistent comms.

It was time for a crescendo of an update. 


The power of 102 living, breathing musicians. The logo we created was built around the orchestra name, surrounded with the names of every orchestra musician, all 102 of them to be exact, to form a living ensemble.

Marketing was heavily based on photography and the orchestra itself, with multi-exposure photos by Marko Rantanen bringing the musicians alive with motion.


The key marketing message? Big sound. That unique experience when a concert is way more than just a concert.


A harmonious identity. We created a symphony of multichannel creative touchpoints alongside digital engagement too.

Every performance is distilled into a bite-sized moments, offering people a chance to explore this world of music in new and inspiring ways. They represent a musical culture that’s accessible, with fair pricing models and diverse programmes that catch the attention of every age and background.

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Bravo! A standing ovation. This is the power of transformation – a brand that resonates with younger ears, without alienating existing audiences.

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The outcome

The opportunity

To attract new audiences and retain old ones.

The brand

Helsinki Philharmonic of the world’s leading symphony orchestras, and Helsinki's cultural ambassador.

The result

A new identity that focuses on the musicians as the driving force behind the orchestra's power and energy.

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