Seattle non-profit Symphony Guild reemerges as LUMA, announces 18th Annual Benefit Concert

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The Symphony Guild, a Seattle-based non-profit benefiting Seattle Children’s Hospital, announced a rebrand in July 2015, reemerging as LUMA and uniting itself through a new mission statement: to light the path to children’s health. At the helm of the organization is Grammy-award winning composer Mateo Messina, who selected creative agency Creative Retail Packaging (CRP) as the title sponsor for this year’s benefit concert in exchange for strategic brand development to help better communicate their mission and grow as an organization.

On Friday, November 6, 2015, Seattle’s Benaroya Hall will host the 18th annual benefit concert for Seattle Children’s Hospital, produced by Grammy-award winning composer Mateo Messina and his group of volunteers. Traditionally known as the Symphony Guild, Messina’s organization reemerged this July as LUMA, a non-profit on a mission to light the path to children’s health. Seattle creative agency Creative Retail Packaging (CRP) led the organization’s rebrand and will be this year’s title sponsor, joining the ranks of previous sponsors such as Delta Airlines, King 5 News, Kells Irish Pub and Georgetown Brewing Company.

“Rebranding has been a goal of ours for the past four or so years, and up until we met with CRP it was a daunting, confusing task,” recounts Messina. “Any good organization is the sum of its parts, or better said, its people. Partnering with CRP has helped to better define who we are – both visually and verbally – which in turn helps us grow our mission to help families in our community.”

The purpose behind the rebrand was to better communicate the Symphony Guild’s mission and grow as an organization. Through a series of workshops and creative meetings, CRP partnered with key stakeholders to address the non-profit’s pain points and develop a strong brand. The process began by addressing the name Symphony Guild, which the organization felt underrepresented their impact on children’s health in the Seattle area. “So much more than just a symphony, we wanted to emphasize what Mateo and his team’s work truly represents: a limitless movement that embodies the light of hope and sparks wondrous acts of humanity,” said CRP’s Senior Creative Director Cole Johnston.

CRP worked hand-in-hand with the Symphony Guild’s key stakeholders to tap into the core essence of the brand, which guided them to the new name. “LUMA is a combination of the words ‘luna’ and ‘illuminate.’ It represents knowledge, hope, promise and the belief that light conquers all darkness, which is the passion that drives Mateo and his committed group of volunteers to do what they do,” explains Johnston.

CRP further strengthened the brand by developing a new logo and visual identity system. This led to the design and development of a new website and content, which CRP accomplished with the help of Ravenna Interactive. The agency also designed new marketing collateral that reflects the organization’s transformative impact on the community and inspires others to support their cause.

For the past 18 years, LUMA has raised money through musical performances to support uncompensated care and pediatric cancer research at Seattle Children’s Hospital. This year, the concert will also provide funding for the Ben Towne Center for Childhood Cancer Research. To date, LUMA has raised over $1 million towards their $5 million goal, almost all of which has been achieved through their annual benefit concerts which feature magical musical scores and interactive performances composed and produced by Mateo Messina. From pairing the symphony with Starbucks baristas and Pike Place fishmongers to taking the audience on heroic adventures, each of their events is a memorable experience. LUMA plans to announce this year’s special guests when it opens ticket sales in September. Past shows have included acts from big name artists such as Heart, Alice in Chains, Imogen Heap, Five for Fighting, along with Seattle Children’s patients themselves.

CRP is an award-winning creative agency that specializes in strategic brand development. Family owned and operated, the 36-year-old company partners with companies large and small to bring their creative visions to life through the development of brand-appropriate packaging and design solutions. Their client list includes such brands as Sur La Table, Tesla, J.Hilburn, Popeyes, Google, Coach, Filson, Land of Nod, Bvlgari, Hot Cakes, and many more. CRP has offices in Seattle, Houston, the greater Los Angeles area, and Southport, CT, and operates three regional warehouses across the United States.

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