Reimagining a Radio Powerhouse
Classical California
BrandDigitalMerchandisePrintSignageVisual ID
When Classical California's initial brand launch fell short, Doublespace was brought in to reimagine what it could be. Through a series of strategic workshops, we uncovered the brand's untapped potential and distilled it into a single defining essence: Distinctly California, Classically Unconventional. Rooted in California's innovative and unconventional heritage, the new brand is built on three pillars, a welcoming community, an informed perspective, and cultural influence, with a singular vision: to become the most engaging place to connect with classical music. From there, we crafted a versatile identity complete with an ADA-compliant color palette, designed to attract an entirely new audience to the art form.
The Mark
A bold, swooping arc forms the letter C, its upper terminal merging with a musical note and stem to evoke classical music. In the negative space, a curling wave emerges, a second C, and an unmistakable nod to California's coastline. Together, they capture the essence of the brand in one unified mark.
Design Elements
The two primary design elements in the Classical California toolkit are the Note and the Arc. Both elements are created by extracting specific geometry from the Classical California mark, echoing the same curves and forms of the core brand.
Print is where the brand system first comes to life, translating the visual identity into the collateral, stationery, and campaign materials that form the foundation of Classical California's presence.
DIGITAL
Combining the elements of the graphic toolkit, the ADA-compliant color palette, the typeface, the Note, and the Arcs, create engaging, flexible compositions that work across the digital landscape.
Signage
With events at the heart of the marketing strategy, the brand toolkit is applied to create engaging, flexible compositions for environmental materials that bring Classical California to life in the real world.
Merchandise
The logo and brand elements translate seamlessly across a full range of products, from umbrellas and water bottles to t-shirts and mugs, creating a cohesive suite of merchandise that celebrates membership and rewards brand loyalists.
