Hamilton Philharmonic Orchestra.
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Challenge
(01)
Seeking to engage new and more diverse audiences, the Hamilton Philharmonic Orchestra partnered with Haft2 in Fall 2025 to redefine its brand strategy and positioning. By Spring 2026, the challenge was to bring this new positioning to life in the organization’s 26-27 Season Brochure and introduce the new season through a series of reimagined marketing initiatives.
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Process
(02)
Rethinking the entire audience experience – from visual design to direct mail formatting – to create a compelling season launch.
Haft2 led a comprehensive brand positioning initiative that led to a clear vision for the HPO’s voice, messaging, and future direction. Guided by these strategic foundations, Haft2 designed the 26-27 Season Brochure as the first expression of the refreshed brand. The design featured an updated colour strategy with unique colour palette, custom graphic design pattern, and large photography throughout the piece.
Beyond updating the visual aesthetic and messaging in the piece, Haft2 also reconsidered the entire audience experience – for example, transforming the traditional direct mail package from an envelope format into a booklet sent in a personalized envelope with a custom welcome letter.
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Outcome
(03)
Positive feedback from loyal patrons and increased sales from new subscribers.
The 26-27 Season Brochure was such an elevated presentation that HPO engaged Haft2 to also develop a suite of complementary website and social media assets. This ensured a consistent brand experience across all channels and touch-points.
The refreshed campaign was met with a strong response, contributing to an increase in subscription sales within the first weeks of the 26-27 Season release. Furthermore, it was warmly received by its audiences and set the stage for a strong foundation as the HPO moves into its next chapter.
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