Creating One Clear, Connected Brand for The Orchestra San Antonio

The Challenge

We began working with the organization in 2022, when its orchestra, chamber music group and free classical music education program all operated under the Classical Music Institute (CMI) umbrella. Each program played a valuable role, but the overall brand structure and messaging did not clearly communicate who the organization served, what connected its different programs or the impact of its work across San Antonio.

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Building the Messaging Foundation

We began with an in-person brand audit workshop designed to bring clarity to the organization’s audiences, purpose, and message. Together, we explored:

• Who they most needed to reach, including concertgoers, donors, schools, and community partners

• How orchestral music enriches people’s lives

• The role of music education in introducing young people to classical music and teaching them to play an instrument

• How the organization’s message needed to adapt for each audience while remaining true to one central brand

Following several rounds of development and refinement, we created a comprehensive brand messaging document to guide the organization’s website, marketing collateral, fundraising communications and community outreach.

 

A New Name and Visual Identity

In 2024, CMI made the decision to rename its orchestra—previously known as the CMI Orchestra—The Orchestra San Antonio.

The team came to us with a clear vision for how they wanted the new brand to look and feel. Working collaboratively through several creative revisions, we developed a bold new logo and visual identity that reflected the orchestra’s energy, professionalism, and connection to San Antonio.

The new brand was officially unveiled during a grand reveal at the Tobin Center for the Performing Arts.

 

Simplifying the Brand Architecture

In 2025, we took a fresh look at the organization’s complete brand architecture. Through that process, we recognized that the CMI name was adding another layer rather than adding clarity.

The organization made the strategic decision to retire the CMI umbrella and bring its three programs together under The Orchestra San Antonio brand. This created a clearer, more connected structure encompassing the full orchestra, chamber music and education programs.

The Result

What began as a messaging project evolved into a multi-year brand transformation. The Orchestra San Antonio now has a stronger name, a vibrant visual identity and a clearer brand structure—making it easier for audiences, donors, schools and community partners to understand who they are, what they offer and why their work matters.