Adelaide Symphony Orchestra appoints KWP+Partners to lead its brand evolution

The Adelaide Symphony Orchestra (ASO) has appointed independent agency KWP+Partners as its strategic brand and creative partner.

As one of Australia’s leading orchestras and a cultural icon with a 90-year history, the ASO plays an important role in the cultural life of South Australia. The work ahead is focused on strengthening that legacy, building a cohesive brand system that helps more people feel connected to the orchestra and its music, while reflecting the artistic excellence and sense of pride that have defined the organisation for generations.

KWP+Partners will partner closely with the ASO and will bring together strategy, brand and creative execution, ensuring audiences experience the ASO in a way that feels welcoming, distinctive and deeply connected to South Australia.

The appointment marks a significant win for KWP+Partners, continuing the agency’s upward trajectory and reinforcing its position as a strategic-led partner for ambitious brands and institutions.

Says Sam Talbot, Executive Director, KWP+Partners: “To partner with the Adelaide Symphony Orchestra is a genuine privilege. The ASO is a world-class musical organisation, a cultural icon of South Australia and an important custodian of the arts. This is also a reunion of sorts, we’ve had the pleasure of working alongside Tara before, and it’s a great feeling to be building something together again.”

Says Tara Bria, Head of Marketing, Adelaide Symphony Orchestra: “The Adelaide Symphony Orchestra has been inspiring audiences for 90 years, and this project is about building on that legacy. It’s not about changing who we are, but about finding clearer and more distinctive ways to express what already makes the ASO so special, so that more people feel invited into the extraordinary experiences only live orchestral music can offer.

“Following a highly competitive process, we’re excited to be partnering with KWP+Partners. Their strategic expertise, creative thinking and understanding of how distinctive brands build lasting connections and drive sustainable growth made them a natural fit. We’re looking forward to working alongside their team as we continue to strengthen the ASO’s role as one of South Australia’s great cultural institutions and ensure it remains exceptional and open to everyone.”

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