Haft2 Arts Portfolio

Performing Arts INSPIRATION FROM THE COLOUR AUTHORITY FOR BRANDING

SPECIAL EFFECTS

MIAMI NICE

HI, I’M PHIL

MESSIAH COMPLEX

A 134-year-old institution gets a makeover

Box office records for Miami City Ballet

How we made music beautiful with NY Phil

Shaking up a classic worked miracles

We love music deeply, but why? Put simply: music makes lives, shapes lives, expresses all shades and stages of life and even saves lives.

— Rasheed Ogunlaru

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You are invited to explore our world of colour. Read on!

We know colour.

And so much more.

Haft2 Inc. is a full-service digital and branding agency committed to providing our clients with simple, superior-quality communications solutions.

Our work spans many not-for-profit sectors, but we have a special passion for the performing arts, as you’ll see on these pages.

Established in 2004, Haft2 Inc. set out to become the colour authority for branding.

Eighteen years later, we’re still rooted in brand strategy and design, but we’ve grown and our services have diversified. Today our work spans branding, social media, SEO,

digital, research, marketing communications and naming, and often involves highly complex strategic planning and project management. Yet colour – and its strategic use in marketing a brand – is still at the core of everything we do.

If you’re looking for an agency that listens before it acts, an agency that gets why you’re different, an agency that cares about artistic expression as much as you do while understanding the importance of getting results and meeting KPIs, look no further than Haft2 – The colour authority for branding® in the arts.

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Performing Arts Timeline Haft2 is excited to share our seven+ years of brand and marketing experience in the performing arts category.

Our relationships have grown along with the variety of our work.

2014–2017

As Agency of Record (AOR) for the TSO, we helped define their brand strategy and positioning.

That led to a complete overhaul of the website, concert experience, season guide and marketing campaigns.

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2018–2019

2021–2022

The NY Phil’s then CMO noticed the TSO work and invited us to pitch for AOR. We started as a projectbased agency and then were awarded AOR for the 2019/20 Season.

An RCM SVP who had worked at the TSO contacted Haft2 in 2020 to take over their marketing campaigns.

Haft2 continues to work on their digital marketing campaigns.

2019–2022

The NY Phil’s CMO moved on to Miami City Ballet; having worked with Haft2, she called us in 2019 and we’ve been their brand agency ever since.

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Orchestrating Success From 2015 to 2018, our innovative work helped propel TSO box office sales to record heights.

Professional portrait photography, whimsical illustrations, practical subscriber and listener guides and a youthful reimagining of the brand were just some of the tools we used to attract new audiences while pleasing loyal listeners.

On Key We resurrected the moribund program guide as Key. Our research-based changes included enticing headlines and practical colour coding that made subscribing intuitive, with impressive results.

23,000 new attendees in 2015/16 TORONTO SYMPHONY ORCHESTRA Program Guide

Beautiful Music We put the spotlight on the musicians in this limitededition coffee table book for subscribers. Informal photographs by Christopher Wahl captured the off-stage personalities of the music makers.

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TORONTO SYMPHONY ORCHESTRA 2015/2016 Season Brochure

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Hallelujah!

Our Messiah illustration dialled up the magic with an enchanting angel that proved as popular as the performances. The multimedia campaign – encompassing bus wraps, inserts and video – drew the highest ticket sales ever.

12 consecutive sold-out shows

TORONTO SYMPHONY ORCHESTRA 2015 Christmas Campaign Poster

TORONTO SYMPHONY ORCHESTRA Toronto Street Car Wrap

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TORONTO SYMPHONY ORCHESTRA Escape into Music Wild Postings

Turning the Tables We adopted classic elements of the rock concert – wild postings, t-shirts and lanyard passes – in an integrated campaign titled “Turntables & Symphony” to attract a young, hip audience to the New Creations Festival.

TORONTO SYMPHONY ORCHESTRA New Creations Festival Pass and Website

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TORONTO SYMPHONY ORCHESTRA New Creation Festival Wild Postings

TORONTO SYMPHONY ORCHESTRA 2015/2016 Season Brochure

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TORONTO SYMPHONY ORCHESTRA 2016/2017 Season Brochure

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New and Noteworthy Our redesign of the Noteworthy newsletter adopted a magazine aesthetic with a new size, new stock, strategic use of colour and sumptuous professional photography.

TORONTO SYMPHONY ORCHESTRA Noteworthy Brochure Series

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In Good Company For three spectacular seasons, we have helped MCB bring their unique, Miamiinfused style to a wider audience. Original photography art directed by Haft2 takes dancers out of the studio and into the sun-drenched city, inviting audiences to live the brand promise and “leave ordinary behind.” Invitation accepted. Performances of The Nutcracker and Swan Lake sold out in record times.

Photography by: Gary James

Dancing on Sunshine We welcomed back home-bound audiences with evocative stills of ballerinas in breezy palm groves and lush tropical forests.

MIAMI CITY BALLET 2021/2022 Season Brochure Cover

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MIAMI CITY BALLET 2021/2022 Season Brochure Front & Back Cover 33

MIAMI CITY BALLET 2021/2022 Season Brochure Inside Spread 35

MIAMI CITY BALLET 2021/2022 Season Brochure Inside Spread 36

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MIAMI CITY BALLET 2021/2022 Season Brochure Inside Spread 39

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Eau, My! The 35th Anniversary Season called for an approach as bold as the company. One-word headlines. A pas de deux – in the sea. A solitary dancer against a boldly coloured backdrop.

Pointe made.

MIAMI CITY BALLET 2020/2021 Season Brochure Cover

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MIAMI CITY BALLET 2020/2021 Season Brochure Inside Spread 43

MIAMI CITY BALLET 2020/2021 Season Brochure Inside Spread 44

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MIAMI CITY BALLET 2020/2021 Season Brochure Inside Spread 47

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Abandon Ordinary Our “Beauty Unfolds” theme showcased luxurious photography draped across panoramic spreads, creating an immersive 2D experience.

MIAMI CITY BALLET 2019/2020 Season Brochure Cover

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MIAMI CITY BALLET 2019/2020 Season Brochure Inside Spread 50

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MIAMI CITY BALLET 2019/2020 Season Brochure Inside Spread 53

Sold out in 48 hours

Suite Embrace Dancers are experts at pivoting – and so are we.

When the company re-imagined The Nutcracker in a pandemic-friendly park-turned-theatre, our out-of-home campaign elicited record sales.

MIAMI CITY BALLET Nutcracker in the Park Billboard

Man About Town We began our work with this illustrious orchestra in 2019 by solving an important challenge: creating a framework for all subscription and acquisition campaigns. Based on our insight that many New Yorkers use the abbreviated name, we answered the question “What is NY Phil?” with a simple yet nuanced answer: “We are NY Phil.”

Photography by: Brad Trent

Meet Phil Peekaboo letterforms frame the brand story, told in photos. “We” are the conductor and the musicians – and also audiences old and young, from near and far.

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NEW YORK PHILHARMONIC 2019/20 Season Guide Cover

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About Faces We named a series of newly commissioned works “Project 19,” illustrating the program with a portion of each of the 19 composers’ faces.

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NEW YORK PHILHARMONIC 2019/20 Season Guide Inside Spread

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Spreading the News Our season guide brought the programming alive with captivating copy and fresh visuals that appealed to returning subscribers while enticing new and younger audiences.

NEW YORK PHILHARMONIC New York Times Newspaper Ad

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6,000 new subscribers in 90 days 63

Take the A-Train We reached New Yorkers in their natural habitat with a series of out-of-home ads that included subway posters, billboards and a Times Square digital banner.

NEW YORK PHILHARMONIC Triptych Digital Billboard Ad

NEW YORK PHILHARMONIC Lincoln Centre Banner

The RCM Effect A new approach calls for a new vocabulary.

When we began working with this prestigious, 134-year-old institution in 2021, we coined the term The RCM Effect. The concept conveys the power of RCM’s approach to teaching and learning music, and repeats, like a musical motif, in all our campaigns together.

Pitch Perfect For the launch of the new Violin Series, 2021 Edition, we used The RCM Effect to differentiate them from competitors, while appealing to a wider market of teachers, parents and students.

THE ROYAL CONSERVATORY Violin Series Campaign

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Moving Forward Our multilingual, multi-platform social media campaigns used forward-panning piano keys – brightly coloured to reflect the brand’s youthful spirit – and animated type to capture the idea of sending kids forward, not back, to school. Optimized CTA buttons encouraged parents to take the desired action.

721 conversions in 6 weeks

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THE ROYAL CONSERVATORY Back-to-School Parent Campaign

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The Music Within The silhouetted head of a music teacher frames a video of hands at the keyboard to convey that music is alive in every teacher. Because brand recognition is higher in Canada, we retained the traditional RCM fonts.

THE ROYAL CONSERVATORY Back to School Teachers Acquisition Campaign, Canada 74

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Striking a Chord For the U.S. market, where we had latitude to improvise on the brand guidelines, we used handlettering to reflect the individuality of teachers. The Back-to-School Teacher campaigns hit a high note, with a 15% increase in accounts.

THE ROYAL CONSERVATORY Back-to-School Teachers Acquisition Campaign, U.S. 76

Appendix TORONTO SYMPHONY ORCHESTRA U of T Presentation Materials Noteworthy Summer 2017 Holiday Campaign 2016 Program Guide TSO Canada Mosaic Wordmark Program Book 7 Jerusalem Tour Insert Noteworthy Spring Issue TSO Video Project TSO Program Book Lobby Sign TSO Year-End Infographic 2016–2017 Season Annual Report 2016 2016–2017 Season Extension Noteworthy Newsletter Annual Report Folder Canada Mosaic Brochure Christmas Campaign Christmas Ornament Christmas Elevator News Sizzle Noteworthy 2017 2015 TSO Email Assets TSO Indicia Sponsorship Deck – Manulife Gala Auction Website Assets TSO Studio Project Brand Strategy Case for Support Winback Program Customer Experience Project 60-sec video Save the Date and Evite TSO Gala Photoshoot TSO Gala Microsite TSO Gala Invitation TSO Other assets TSO Gala Event Take Away RBC Signage 78

TSO Gala Posters Scrim Vinyls Competitive Review Thank-You Email Photography TSO Alliance Case for Support Foundation Board Case for Support Berman Donor Print Ad Education Case for Support Goodyear Program Insert Case for Support Fulfilment TSO Email Strategy TSO Season Booklet Symphony Book Exposed Flyer Tel Aviv Leave-Behind Subscription DM and Campaign Subscription Paid Digital Subscription Wild Postings Subscription Social Media TSO 40th Anniversary Special Gift Email Year-End Giving Email Opening Night Oversized Poster Program Guide Redesign Devo Note Cards Impact Report 2015–16 Single Ticket Launch Campaign TSO Recognition Card TOSCA Email New Founders Circle Student Concert Study Guide Single Ticket Launch Campaign Opening Night Program Christmas Campaign Concept Annual Report TSO Website Redesign TSO 2016–17 Subscription booklet Program Guide Books Noteworthy Winter Issue

MIAMI CITY BALLET 2019–PRESENT

ROYAL CONSERVATORY OF MUSIC

2022/2023 Season Brochure 2021/2022 Season Brochure Supporting animation to the season Annual Report Key Art Production Fall Acquisition Brochure 2019/2020 Program Covers 2019 Fall Brochure 2020/2021 Season Renewal Brochure OOH Billboard

Campaign Creative Celebration Series Violin Series Book Launch Digital Ad Campaign • CA Teachers Acquisition • U.S. Teacher Acquisition Back to School Digital Ad Campaign • CA Teachers Acquisition • CA Parents – English • CA Parents – Chinese • U.S. Teacher Acquisition 6th Edition Piano Book Covers Production Print Ads Celebration Series Launch

NEW YORK PHILHARMONIC 2019/2020 CYO Brochure 2019/2020 CYO Pull Out 2019/2020 Subscriber Ticket Mailing Fall Gala Invitation 2019/2020 Season Guide Box Office Open Campaign Broadway Banner 2019–2020 Renewal Brochure 2019–2020 Photoshoot 2019–2020 PR Invitation 2019–2020 30-sec video 2019–2020 Representation naming project 2019–2020 Key art for HotSpots festival 2019–2020 Teaser postcard 2019–2020 Sizzle Reel 2019–2020 Key art for 19th Amendment 2019–2020 Priority Acquisition Brochure On Campus Signage Program Guide Research Millennial Project (Foreign Bodies) 79

Curtain Call Thank you for taking this journey with us. I’d love to share more — and hear about your own story.

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Watch our Performing Arts Sizzle Reel

416 260 5562 | paul@haft2.com haft2.com Haft2 Inc. 30 Adelaide St E, 12th floor Toronto, ON M5C 3G8 Canada 81