Brand Development

Classics Northwest

Established in 1970 in Spokane, Washington, as Northwest BachFest, this beloved community organization evolved from its origins as a presenter of baroque chamber music to a dynamic regional organization. Under Zuill Bailey’s artistic direction since 2013, they expanded from a four-concert Festival to offering over 30 programs annually throughout the Inland Northwest, becoming a catalyst for musical discovery and community connection.

The organization struggled with name confusion—being known as both Connoisseur Concerts and Northwest BachFest—which limited expression of their artistic vision and created expectations for traditional classical music only. Leadership needed to embrace innovation and reach new audiences without alienating traditional patrons, requiring a brand identity that could bridge these worlds while reflecting their mission to inspire, unify, and heal through exceptional music.

Classics Northwest emerged as the new identity—simple, elegant, and full of possibility—honoring classical roots while creating space for both traditional and modern musical interpretations. Their new tagline, “In Concert. In Community.” captures their mission to create musical community through incomparable performances that transcend time and expectations, positioning them as an organization changing how people experience classical music through accessibility and profound shared experiences.