LA Phil Centennial Tagline
Objective
While working for the LA Phil, I was tasked with creating a tagline that summed up the orchestra's 100th season. The idea was for it to not only laud the orchestra's past, but also to suggest that it was continuing to make history in the present. The New Yorker's Alex Ross—the foremost classical music critic in the USA—used the tagline as the lede for his story on the orchestra. This tagline was used everywhere from the massive banner on the side of the orchestra's offices at Walt Disney Concert Hall to street-pole banners around Los Angeles. Additionally, I was heavily involved with the branding process for the 2018/19 season, working closely with the art director and creative director on brand strategy in addition to copy.
