The Tasmanian Symphony Orchestra have appointed a new CEO and Chief Conductor and were looking to refresh their look and position in the marketplace. The brief was to create a bold and contemporary look and feel that would see them take on a more progressive and inclusive identity. Traditionally, TSO’s key demographic has been men and women aged 50 and over, affluent and already classical music aficionados. For their 2020 season, the TSO wanted to reach a new, broader audience, introducing Beethoven, Mozart and other classical music to the wider community. It was important for the TSO appear inclusive, approachable and non-elitist. Feedback has been overwhelmingly positive from team TSO including CEO, their Chief Conductor and other stakeholders.