#newperspectives
(Re)branding a chamber orchestra

In the tradition of Arnold Schönbergs Verein für Privataufführungen, ensemble mini plays big orchestra pieces, intimately arranged for chamber orchestra – hence the name mini. The playful location-based visual campaign, the slogan “Klassik neu erleben” (experience classical music in new ways), and the #newperspectives aimed to position the orchestra as a new and different creative force within the classical music scene. Classical music at the highest level, but with a playful creative twist.