Context
Seattle Symphony needed to rename and rebrand SoundBridge, a music education center in Benaroya Hall. They were transforming the space completely — turning it into an immersive, experimental, state-of-the-art performance arts venue. It was a space difficult to describe because nothing like it had been created before.

Solution
LORE led Seattle Symphony through a comprehensive naming exploration, fueled by thoughtful conversations with our clients. Seattle Symphony longed for a name that represented the endless possibilities this new space would provide. They referenced the Tardis from Dr. Who and “Turn it up to 11” from Spinal Tap. They fell in love with the name Octave 9. Why? Because grand pianos span eight octaves. The name Octave 9 communicates that here, even more is possible. More than you’ve ever imagined.

Impact
Seattle Symphony embraced the name Octave 9 wholeheartedly, explaining the depth of its meaning to the public during grand opening events. It resonated. The Seattle Times reported:
“Octave 9, the name of Seattle Symphony’s new performance venue, hints at the sense of potential yet to be tapped: The modern concert grand piano is limited to a standard range below eight octaves. Designed for artists who want to reach for that metaphorical extra octave and beyond, the space has been outfitted with cutting-edge digital acoustic and visual technology.”

Why It Works
The name Octave 9 gave Seattle Symphony a platform to talk about their new facility — sparking interest and conversations. It’s highly conceptual yet rooted in music. It’s memorable. It’s easy to say and spell. And we got to the best name possible together, through open communication and collaboration.