Geca 2023-24 — Branding , campagne by twks: 2023-2024 Season

The year Geneva Camerata became a classic

A new identity to transform the perception of classical music and attract a new generation of audiences.

A challenge of perception
Classical music is still too often seen as elitist, outdated, even boring. Yet for 10 years, Geneva Camerata has been breaking boundaries with unique performances blending music, dance, theatre and collaborations with artists from jazz, hip-hop, techno and world music. The challenge: to create an image that finally reflects this avant-garde spirit.

A bold idea
Who said classical had to be boring? GECA had already changed how classical music sounds; it was time to change how it looks. To reach a new generation, we embraced street culture and its visual codes, injecting new life and fresh energy into the classical scene.

A vibrant visual language
We created an identity that embodies GECA’s movement, musicality and emotion. Variable, punchy typography, an electric colour palette, illustrations rooted in street culture. This identity was deployed through a bold campaign, a sonic branding system and immersive social media content, seen from Geneva to New York.

A campaign that resonates
The press praised this change as a symbol of revolution for classical music. The New York Times headlined: “GECA has rewritten the rules in the world of classical music.” More importantly, a new, previously untapped audience was won over, transforming concerts into true public events.

Results

• +26% increase in membership sales
• 85% of members renewed their subscriptions
• +40% new members in the first 72 hours
• 48,000 social media impressions
• 92.56% average concert occupancy
• The youngest audiences ever, and sold-out concerts in record time

Credits

Creative Director: Alexandre Pugin | Managing Director: Raphaël Pasquali | Account director: Marie Combas | Strategic Planner: Claude-Anne Schumacher | Digital Account Manager: Sédona Theillaud | Art director: Anaël Bouglé | Account Manager: Yasmine Ahamed | Head of Design: Lafko Heufemann | Designer & Motion: Nicolas Calame - Thomas Kauffman | Illustrator: Ian Macarthur