Challenge: Our long time client, Elmhurst Symphony Orchestra (ESO) recently celebrated their Golden Jubilee. For the past 50 years, their stage has earned a reputation for showcasing crowd-pleasing concerts and a bevy of talented musicians. When it came time for the Orchestra to unveil the year’s upcoming performance schedule, they turned to Desert Rose to design their 2010-2011 Season Guide. ESO was looking to attract larger audiences and boost ticket sales. As a means to accomplish this, they asked that we target a younger demographic while maintaining a classic tone.

Objective: Balance was key in accomplishing this project. On one hand, ESO wanted to appeal to their adult audience members by maintaining an air of sophistication. On the other hand, they wanted to reach younger people and were open to embracing a contemporary aesthetic. We decided to give them two distinct looks for them to choose from.

The first design was rooted in a more traditional feel; the second conveyed a clean, colorful and festive look. In the end, they chose the latter of the two. But regardless, the brochure’s end design manages to successfully embody both classic and contemporary styles. The colors are modern and fresh. The design is simple and clean. The font is elegant, but whimsical. As a finished piece, the brochure speaks to two worlds: those who frequent ESO concerts on a regular basis and those of a younger crowd who may not know what they’re missing.

Results: The entire project came in under budget and ESO was thrilled with the final design. Although the concert season has yet to start, at least 500 Season Guides have already been mailed to residents in the surrounding suburbs. Our sincerest congratulations to the Elmhurst Symphony Orchestra on their Golden Jubilee! Here’s to another 50 years of beautiful music!