Orpheus Instituut
Gent Belgium
Education
Services:
Brand strategy + messaging
Brand Identity + brand design
“Cathal orchestrated a comprehensive rebranding of the Orpheus Instituut.
In collaboration with key stakeholders, the project began with a re-evaluation of the institute's mission, vision, and values. This crucial foundation informed the subsequent development of a fresh new visual identity.
Cathal’s collaborative approach, thoughtful guidance and energetic and responsive creativity proved instrumental in the seamless adoption of Orpheus’ revitalised brand strategy.
— Peter Dejans | Founder Orpheus Instituut
Brief
Orpheus Instituut, a leading music institute in Ghent, Belgium, was due for a refresh. Stakeholders across all levels, from advisors to board members, came together to define a new vision for the institute's future. My role was to translate their diverse goals and aspirations into clear, relatable messaging that would resonate with everyone.
Approach
Interviews revealed a critical need to adopt a business proposition approach, a novel concept for the institute. This strategy would focus on the evolving landscape of music, delving into emerging topics in music practice shaped by societal transformations. This two-pronged approach – a business focus and an eye on the future of music – defined the strategic perspective.
Outcome
The project yielded two key deliverables. First, a clear brand and messaging strategy that resonated with stakeholders. This strategy could be seamlessly integrated into both strategic decision-making and everyday communications. Second, a recommendation for a visual identity refresh. While not initially included in the brief, the new brand strategy clearly revealed that the existing visuals no longer aligned with the institute's vision.
