National
Philharmonic
Orchestra
Campaign Design
Digital Marketing Design
Print Design
The National Philharmonic Orchestra (NatPhil) serves the DC metropolitan area. As the sole graphic designer on the team, I collaborated with administrative staff to create a visually compelling marketing campaign for the 2025 Summer String Institute.
In order to fit all the necessary information, I created a design that tackled the question:
“How can we design a suite of assets that not only aligns with the current National Philharmonic branding, but also creates space for information to be presented clearly, can present multiple photos, and be adjusted to fit across a full spectrum of digital and print assets?”
In order to fit all the necessary information, I created a design that tackled the question:
“How can we design a suite of assets that not only aligns with the current National Philharmonic branding, but also creates space for information to be presented clearly, can present multiple photos, and be adjusted to fit across a full spectrum of digital and print assets?”
Process & Solution
The solution was to create triangular and rectangular frames so we could showcase a variety of photos, and keep the shapes and photos consistent across our social media channels, newsletters, digital ads, and print materials.
Results & Challenges
Assets created for Instagram and Facebook garnered a 4.6% engagement rate per view.
A major challenge was increasing engagement due to the mass Federal layoffs that started just as the campaign was launched. Although we believed strongly in our product, it was understandably difficult to compete with the financial stress and uncertainty that many families were facing.
A major challenge was increasing engagement due to the mass Federal layoffs that started just as the campaign was launched. Although we believed strongly in our product, it was understandably difficult to compete with the financial stress and uncertainty that many families were facing.