The Client
The Duluth Superior Symphony Orchestra has been a prolific figure of the performing arts community in Northern Minnesota since 1932. Led by Music Director Dirk Meyer and Concertmaster Erin Aldridge, the DSSO features a unique collection of classical and pops concerts every season. With every new season comes new programming, and with it, fresh marketing materials.
The Objective
For the 2026-27 season, the DSSO needed a more deliberate approach. That meant a visual identity that conveyed America's 250th anniversary, and how that theme ties into each of the 6 Masterworks Concerts. It also meant a naming convention that actually tied the season together, something previous seasons had lacked.
The Approach
Dirk brought the America's 250 theme to the season's programming. From there, the season name, American Wonders, and individual concert themes developed together, shaped through work with Dirk and the DSSO team. Rather than naming concerts after a featured piece or composer like previous seasons, the goal was to reach current and potential patrons in an approachable, relatable way, with themes all people could make a connection with.
That goal called for a visual concept that felt distinctly American without leaning on obvious, surface-level imagery. The patchwork quilt was a natural answer. Quilting is a genuine American folk-art form, made of individual pieces that still read as one whole — a fit for the season's six distinct Masterworks concerts. Each concert's pattern draws its motifs from its theme name, so the artwork reads as an extension of the name rather than decoration layered on top.
The quilt patterns have been integrated with professional photography from Zenith City Photography. Shots focused in on musicians performing give the season a consistent, elevated look throughout the marketing materials.
With the naming convention, pattern system, and consistent photography in place, the season had its complete visual system.
The Outcome
The season's visual identity carried across a full suite of materials: a season brochure, updated concert and season pages on the website, social media and email campaigns, and cohesive renewal and new subscriber campaigns.
Patron enthusiasm was high at launch. The DSSO hit its renewal milestone earlier than in previous years, even after ending its early bird discount program. The season's visual identity has also made campaigns smoother and quicker to implement.
