so&so, short for Symphony Orchestra and Select Others, is a collective of progressive classical musicians bumping against their genre’s performance norms. Based in New York City, so&so host events and perform in venues that engage younger classical fans: think listening to the greatest hits of baroque opera on a building rooftop, in nature or in a spotlit industrial loft.

The ensemble engaged FAY for a full brand system, including naming, strategy, the design of a visual identity system, print collateral, social media graphics and a website. The resulting brand references the tradition of modernist concert posters from the 60s, infused with a bold, colorful contemporary aesthetic, derived from their signature use of event lighting. The resulting mix is meant to also evoke synesthesia—music as color—a theme that gets deployed throughout their events.