APM Spring Concert Program Cover
Albany Pro Musica is the Capital Region's leading choral ensemble: partnerships with The Philadelphia Orchestra, NYC Ballet and Mostly Modern Festival; chorus-in-residence at Troy Savings Bank Music Hall; and nearly fifty years of artistic excellence. Yet many in region did not know they exist. Our challenge was to turn a beloved local secret into a recognized cultural institution across the Capital District, and build the audience and talent pipeline its future depends on.
APM Fall Concert Program Cover
Insight
CoCoWorks multi-method discovery phase revealed a striking picture: APM's live experience is genuinely transformative, and its rootedness in place is an asset no touring or national ensemble can claim. Yet the category's messaging clusters around the same handful of themes, leaving clear white space for an organization willing to speak about community, belonging and civic meaning. Those insights, along with a sharper read on the younger, more musically diverse audiences APM can reach, now form the foundation of a differentiated brand platform we are building with Condorita Design.
Voices of a Nation 2026/2027 Season Cover Art
Action
Ahead of the full relaunch slated for early 2027, APM’s Voices of a Nation interim campaign is the first public expression of the evolved brand. It introduces a bolder, more contemporary approach built around a visual sculpture: a dimensional, almost architectural form that gives the sound of ensemble voices a physical presence on the page. Oswald, a strong condensed sans serif, brings confidence and modern clarity to headlines, signaling an institution with something to say. Underneath, the campaign quietly road-tests the new positioning in market, weaving its themes through headlines and copy so the parent brand arrives on solid ground.
Interim Campaign’s Season Finale Program Cover
Evolution and Relaunch
In early 2027, Albany Pro Musica will relaunch its parent brand with a new APM logo and an elevated visual and verbal identity. Every element traces back to our research, aligns with the audience insights we uncovered, and follows a phased strategic plan.
The relaunch elevates the differentiators that set APM apart: a transformative live experience, programming that shares our human stories, and a home in one of the nation's great concert halls. A season-long narrative arc gives each concert its place in a larger story, while civic duty and a sense of belonging run through both the brand dimensions and the new positioning statement. The result is a brand that finally sounds as resonant as the music.
Partnership
The work is led by a distinctive partnership: CoCoWorks and Condorita Design, marrying market insight with design strategy. Together they give APM a brand grounded in evidence and expressed with artistry, built to stand apart from the choral and symphonic competition.