OTTO is a creative agency committed to delivering unique branded communications and strategic, design-focused solutions.

Curtis Institute of Music

Helping to extend a 100-year legacy well into the future, we realized the new Curtis brand and established a voice for the 21st Century.

Where Legends Begin

Positioning / Branding / Tagline / User Interface / Website / Marketing

| Project Scope

Identity System

In this day and age, the primary focus of any identity is the digital environment. To bring the brand to life, we created three animation sequences from the Curtis identity system. Each sequence is unique to the mark it represents.


Creating a tagline that captures 100 years of talent was a daunting task. From Leonard Bernstein to Lang Lang, future masters of classical music have once-in-a-lifetime musical exchanges at Curtis. serves many audiences: Students, Alumni , Donors, Patrons and the general public. We took this challenge as an opportunity to create a site that set Curtis apart from all other Classical Music schools, capturing the mastery and spirit of the school, while making the site deep and easy to use.

The Students

The students are the heart of the school. To truly capture the brand, it was important to represent the magic that happens inside the school. With the help of photographer David Katzenstein, we directed on-site photo shoots as witness to the magical exchange between the students and their teachers.

Project Scope

The Curtis brand consists of a series of six musical “C’s”. The focus on the first letter of the Curtis name helps the organization to raise awareness. The full system is bold and refined, helping the organization to be remembered and to cement their place as a cornerstone of music education.

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