Frank Bodin and the ClassicAscona rebranding: When a stone falls into the water
The Ticino music festival Settimane Musicali Ascona is now called classicAscona. Frank Bodin of bodin.consulting is leading the comprehensive rebranding effort—which includes a new name, logo, and communications strategy aimed at an international audience.
classicAscona rebranding: rethinking a festival
The Settimane Musicali Ascona music festival, which has been established since 1946, is repositioning itself. With Christoph Müller as the new director, a comprehensive transformation will begin in 2026: the festival will now be known as classicAscona, will take place over three weeks - this year from September 18 to October 10 - and will evolve from a pure concert series into a compact, multi-format festival. Frank Bodin, bodin.consulting, was responsible for the classicAscona rebranding. Fredy Collioud was involved in an advisory role.
A new name with multilingual reach
In order to position the festival more attractively for an international audience - especially in German-speaking Switzerland - bodin.consulting suggested a name change. The new name classicAscona was created by combining the two A's of «classica» and «Ascona». This gives the brand name an unmistakable independence: it functions in Italian as «classica Ascona» and internationally as «classic Ascona». This multilingualism should help to raise the event's profile outside of Ticino. It was also important to bodin.consulting that future communication should not only focus on the music festival, but also on Ascona and Ticino. The Fondazione Settimane musicali, as sponsor and organizer, will retain its current name.
The new logo: sound and landscape as an image
The new brand icon is inspired by the unique Ticino landscape. A stone falls into Lake Maggiore, concentric waves spread out - like sounds that circle ever wider. This visual echo is intended to symbolize the growing impact of classicAscona. The intensely bright blue Pantone 2935 of the icon is also the defining corporate color of the festival.
classicAscona rebranding: communication as a toolbox
bodin.consulting not only developed the new CI/CD, but also laid the communicative foundations for the future appearance. In future, classicAscona's communication should not only promote the music events, but also make Ascona and Ticino visible as culturally attractive destinations.
The greatest possible creative freedom was sought for the design of the advertising material. As with a concert performance, there is a stage - in this case a blue stage in the characteristic classicAscona blue. Images and headlines can be freely arranged and superimposed. The graphic design was created as a toolbox so that the festival organization under the direction of Christine von Siebenthal and her graphics teams can implement the numerous advertising materials flexibly and consistently. The measures include posters, advertisements, social media, flyers, program booklets and more.
The program mix with international music greats is already making waves in advance, according to the press release. With classicAscona, Ticino is set to gain a classical music festival with international appeal.
Further information about the festival and program: https://www.classicascona.ch
Responsible at classicAscona: Christoph Müller, Direttore Artistico; Christine von Siebenthal, CMO; Sven Köhler, Graphics; Luca Martinelli, Texts
Contact at bodin.consulting: Frank Bodin, Owner; Chris Burkhard, Graphic Design
