Throughout the years, OPV have gained great prestige and expertise that have always attracted more mature audiences. But their concert season was less appealing to younger generations. The new communication strategy started with changing their visual identity and adopting the OPV brand, in order to attract younger audiences and introduce them to their decade-long tradition.

Every year, the season ticket campaign and all their communication tools are accompanied by the work of an artist who illustrates one particular theme. In 2013-14, Olimpia Zagnoli designed the “fab four” of classical music (Mozart, Beethoven, Verdi e Stravinskij). In 2014-15, Cristina Amodeo created colourful birds-of-paradise. And in 2015-16, Julia Binfield celebrated OPV 50th concert season with a visual map of the various places where they performed throughout their years of activity.