Case Study: Branding the Sound – Cleveland Pops Orchestra
Case Study: Branding the Sound – Cleveland Pops Orchestra
Client: Cleveland Pops Orchestra
Project: Branding Photography for Marketing & Promotion
Award: 2024 Hermes Creative Awards – Platinum Winner, Print Media | Photography | Brand Evolution Through Photography
Project Overview
The Cleveland Pops Orchestra is celebrated for its high-energy performances that blend classical tradition with popular music. When they approached us for a branding photography session, the goal was clear: create a modern, vibrant visual identity that matched their bold, approachable, and dynamic personality.
This was more than just a photo session—it was a collaboration of sound, vision, and emotion. The Cleveland Pops wanted imagery that moved beyond the expected, reflecting both the professionalism of the musicians and the joy they bring to the stage.
Objectives
Refresh the visual branding of the Cleveland Pops Orchestra
Showcase the individuality and charisma of the musicians
Create imagery suitable for web, print, and promotional campaigns
Move away from traditional, stiff orchestra portraits
Capture the energy, diversity, and approachability of the ensemble
Creative Direction
We aimed to strike a balance between elegance and energy. The musicians arrived in sharp attire—men in black suits and ties, women in stylish dresses—yet we let their personalities shine through. One clarinetist even sported a bold red jacket that instantly became a focal point, bringing a modern edge to the session.
Lighting and backdrop choices were intentional. We used a mix of moody, dramatic lighting for timeless black-and-white portraits, and vibrant backdrops to convey warmth and accessibility. Every detail—from posture to expression—was crafted to communicate joy, passion, and professionalism.
Execution
Pre-Production: Concept planning, style coordination, and moodboard development with the orchestra’s marketing team
Photoshoot: On-site studio setup at Severance Hall (or equivalent location), full-day shoot with individual and group sessions
Post-Production: Retouching, color grading, and selection of hero images for branding rollout
Results
Over 50 unique portraits delivered for use in digital and print campaigns
Images captured the diversity, individuality, and passion of the orchestra members
The session redefined the Cleveland Pops Orchestra’s public image, making them feel more current, creative, and engaging
Recognition
This branding campaign earned the 2024 Hermes Creative Awards Platinum distinction in the category of Print Media | Photography | Brand Evolution Through Photography. With more than 6,500 international entries, this award marked a major recognition of both the Cleveland Pops’ creative vision and our execution as their photographer.
Client Impact
The new branding images are now being used in marketing materials, press kits, event promotions, and digital content—reshaping public perception and supporting the orchestra’s mission to bring classical music to wider audiences in a fun and accessible way.
Conclusion
This project is a prime example of how intentional, personality-driven branding photography can elevate an institution’s presence while staying true to its identity. It was an honor to help bring the Cleveland Pops Orchestra’s vision to life and share in the joy and artistry they bring to every performance.
Interested in working together?
Whether you're refreshing your brand, launching a campaign, or looking to capture the soul of your business, we’d love to collaborate. Contact Robb McCormick Photography at (614) 834-4956 or via email at info@robbmccormick.com.
