Orchestra
Making their brand the toast of drinksmiths everywhere.
Orchestra makes software that helps brewers and distillers handle their businesses like pros. Heavy hitters like Coors, Buoy, Modern Times, and 1,000+ others rely on Orchestra to keep their operations running smoothly. Parliament guided Orchestra toward a brand strategy and identity as powerful as its software.
- Brand platform
- Alignment
- Positioning
- Identity systems
- Identity
- Visual Language
- Messaging
- Executional work
- Graphic Design
Parliament develops directional strategies, brand platforms, and creative executions for companies at moments of change.
What we do
As Orchestra continues to grow, we need a strong partner who understands our market and takes a very strategic approach to branding—Chris and his team at Parliament have all that and more.Brad Windecker CEO Orchestra
Brand platform
When Parliament first signed on, Orchestra already had a killer culture, a CEO with a strong vision, and 1,555 craft beverage makers under their belt. But to keep the momentum going, everyone needed to rally around the brand’s singular purpose and core attributes. And that’s where we came in.
Brand identity
What’s a great brand without a strong, distinctive identity? We created a logomark that represents how Orchestra helps companies navigate through the maze of uncertainty to find the truth. Then, we built in a handsome, yet functional connection between their Obeer and Ospirits products and their main brand.
Messaging
Our biggest messaging hurdle was to figure out what exactly to call Orchestra’s clients. They are breweries, distilleries, wineries, cideries, meaderies, and kombucha-eries, but the term “craft beverage maker” falls flat. So we invented the term drinksmiths. After that, the voice and tone fell right into place.
Working together
The work we did with Orchestra didn’t just go deep, it went wide too. We created an entirely new brand that will integrate into everything from pitch decks to pint glasses. We helped guide their messaging, we consulted with them as they built out their new website, and we’re thrilled to help drinksmiths the world over find their truth.
Miles driven
We took our show on the road visiting breweries and learning everything that goes into making great beer (besides grain, hops, yeast, and water).
Employees interviewed
We did some face-to-face speed dating with more than a dozen Orchestrators to immerse ourselves in their software and their business.
Beverages consumed
You know, for inspiration. Not all at once though.
Square feet
The square footage of the attic where casual beers with buddies turned into the idea for Orchestra software.
Credit where it’s due.
Orchestra makes software that helps brewers and distillers handle their businesses like pros. Heavy hitters like Coors, Buoy, Modern Times, and 1,000+ other brewers rely on Orchestra to keep their operations running smoothly. Parliament guided Orchestra toward a brand platform and identity as powerful as its software.
