My perspective
What appealed to me most about this project was the challenge of navigating the shifting landscape of classical music. The arrival of a new music director, Ewa, combined with the changing perceptions of the genre and its target audiences, signaled a time for significant change and progress within a very traditional space. This kind of challenge—reimagining a classic institution for a new era—is something I find immensely rewarding.
An especially exciting aspect was the incredible momentum and enthusiasm within the team. Their collective energy was contagious and gave me a lot of motivation. Across the board, everyone we met at the Kölner Philharmonie was highly motivated for change and eager to embrace a new direction. It's incredibly exciting to work on a branding and relaunching project when everyone is on board with the vision.
What was unexpected
What I didn't expect was the unique and quirky nature of the employees. It was fascinating to see these small acts of rebellion and individualism thriving in such a traditional, classical space. These subtle breaks from the norm were truly inspiring. We actually utilized these unique takes and individualistic quirks to develop the visual identity and the basic design of the new website. We took these small, below-the-surface moments—the things you don't necessarily expect—and used them as our creative inspiration.
Another unexpected element was the absolute willingness for change from the institution itself. As a very successful institution in Cologne, I anticipated more reservations about how far we could go. Instead, there was a palpable desire and need for change. This was likely driven by the understanding that audiences and their expectations for music and concerts are evolving.
What was expected
The process itself was exactly what I expected. The journey of creating a new brand identity and website always has its ups and downs—moments of excitement and high interest mixed with periods that feel like they're dragging on. This is a normal part of the process for any branding project or website development. Despite these normal ebbs and flows, the Cologne team remained extremely collaborative and professional, which is something I always appreciate. Their general enthusiasm, as I mentioned, was also a constant source of motivation.