Los Angeles Chamber Orchestra
Senior Art Director & Designer
Arts & Culture / Performing Arts
A refreshed identity for LACO that repositions classical music as immediate, expressive, and emotionally charged. The system moves away from formality toward a more sensory, contemporary presence across digital and print, making classical music accessible to broader audiences while honoring its artistic depth.
Led the visual direction and system design, translating positioning into a cohesive identity.
Oversaw development of the logo, typography, motion language, and rollout across key touchpoints.
Classical music often feels distant to broader audiences despite its emotional depth. This work reframes the experience as something felt in the moment, not preserved behind tradition. By shifting perception from elitist to visceral, LACO can reach new demographics while retaining core subscribers who value artistic excellence.
Feel Everything. An identity built around the physical and emotional impact of sound, expressed through movement, rhythm, and contrast. The logo derives from musical notation strokes, extended into a flexible graphic system that emphasizes pacing and dynamics mirroring orchestral performance.
Unity across programs
(connect without homogenizing)
Clarity at scale
(simple enough to deploy nationwide)
Flexibility within structure
(local stories within national framework)
Recognizable, not rigid
(distinctive mark with room to breathe)
A logo derived from musical notation strokes, extended into a flexible graphic system. Typography and layouts emphasize rhythm and pacing, supported by motion behaviors that mirror musical dynamics. Applied across digital, print, campaigns, and communications to create consistent emotional resonance with audiences.
Visual identity system and guidelines
Logo and graphic language
Digital and print applications
Campaign and communication assets
