The Illinois Symphony Orchestra had initiated a campaign theme to encourage fans to attend live concerts, rather than just listen to the radio – “Listen Live!”. We created a brand identity, message and design style for all materials to promote the theme. We identified misperceptions and lack of classical music ‘confidence’ as the key motivators to avoid attending concerts. Our visual and written messaging was geared to break down those barriers and show the vitality and connections to modern music. Helping the ISO to visually embody the excitement of the live classical music performance renewed our own interest in the genre as well!