Case Study: San Francisco Symphony honors a landmark season with Manual

San Francisco Symphony honors Michael Tilson Thomas’s final 25th season with Manual

The San Francisco Symphony faced the challenge of creating a contemporary and emotionally resonant campaign to honor Music Director Michael Tilson Thomas's final season, moving beyond traditional classical music marketing. They partnered with Manual to develop a unified campaign that would celebrate this major cultural milestone while presenting the institution as vital and engaging.

Manual's solution was a campaign built around the copyline "Listen and You’ll See," which was brought to life through custom typography, striking silhouette portraits, and abstract motion graphics. This approach gave the Symphony a more modern and expressive public face for its landmark season, successfully framing the final year as a significant cultural moment and moving its visual identity in a more engaging direction.

San Francisco Symphony