Lansing Symphony Orchestra 96th Season Campaign
As the first major campaign following the Lansing Symphony Orchestra's rebrand, the 96th season needed to introduce a refreshed visual identity while capturing the emotion and energy of live performance.
As Art Director, I developed the creative direction for the campaign, leading an on-location lifestyle photoshoot and creating a visual system that extended across photography, print, digital, and environmental design.
ROLEServicesArt Direction
Creative Strategy
Photoshoot Direction
Campaign Rollout
Campaign Art Director
Creative Direction
Instead of relying on traditional performance photography, we leaned into movement and emotion. Motion blur, warm light, and elegant typography became the foundation for a campaign that felt contemporary while still honoring the timelessness of the symphony.
Behind the Lens
We partnered with photographer Khalid Ibrahim to bring the creative direction to life, developing the shot list beforehand and providing art direction on set to ensure every image aligned with the campaign vision.
Campaign Rollout
The final campaign came to life across a wide range of touchpoints, creating a consistent experience whether encountered online, around the city, or inside the concert hall.
client: lansing symphony orchestraRole: campaign art directorDesigners: Irina Balyan, Rashi BhaleraoPhotographer: Khalid Ibrahim LSO Rebrand: Gerald WestlundAgency: TractionYear: 2025-2026Credits