UBS Verbier Festival Orchestra: Creating a brand – backed by an international marketing campaign.

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BrandGuidelines

MEDIA

  • Press
  • Posters
  • Outdoor
  • Online
  • Corporate ID
  • Brand Guidelines
  • Concert Programmes
  • Security Passes
  • Press Kits
  • CDs

Challenge

The UBS Verbier Festival Orchestra was one of the world’s premier training orchestras, performing since 2000. Their principle sponsor, UBS, recognised that as a brand it needed to communicate the Orchestra’s values as well as standing out as a brand in its own right. Equally the Orchestra realised it had to not only appeal to classical concert going audiences but also to local promoters and sponsors, whilst paying homage to its founder and main sponsor, UBS.

Solution

Each communication piece featured an orchestra member in a literal expression of the values of the orchestra – youth, passion, vitality, energy, quality & commitment. With the addition of a specially developed colour wash to inject verve and reinforce core values while utilising clean, modern Swiss typography – ideal for use in any size, language or alphabet (this is a world tour after all).

Results

2004 & 2005 tours sold out, with the highest record of ticket sales ever achieved year on year. Extremely positive feedback from promoters leading to smoother contract negotiations. A completely new brand look wholly adopted by UBS leading to development & implementation of brand guidelines.

Case Study: Managing disparate stakeholders

ONE OF THE BIGGEST CHALLENGES WAS THE SHEER NUMBER OF STAKEHOLDERS OF DISPARATE BUT RELATED ORGANISATIONS, ALL OF WHOM HAD A VESTED INTEREST IN HOW THEIR PARTICULAR INTERESTS WERE BEING LOOKED AFTER. SWISS–GERMAN MANAGEMENT, CI DEPARTMENTS, SECONDARY SPONSORS AT SWISS INTERNATIONAL AIRLINES AND FRENCH/ITALIAN MANAGEMENT OF THE ORCHESTRA – WE USED A NUMBER OF TECHNIQUES TO HELP US SUCCESSFULLY MANAGE THE SITUATION:

  • Built strong relationships with key players across various factions, cultures and time zones, through the application of creative know-how, professional demeanor and a can-do attitude.
  • Tight project management.
  • Built a strong but very flexible and comprehensive set of brand guidelines that all main stakeholders felt they had ownership of, which ultimately kept all players, including the more unruly concert promoters on-pieste at the sharp end of the project.
  • Made our client/s look good!