Case Study: Launching a New Kind of Classical Music Brand – Peregrine

Client Overview

Peregrine is a dynamic new classical music organisation, founded by Sixteen member Daniel Collins, that brings together three artistic branches: Orchestra, Voices, and Chamber under one unified vision. Rooted in collaboration, innovation, and inclusivity, Peregrine is committed not only to artistic excellence, but also to creating meaningful opportunities for emerging artists across the classical music sector.

The Challenge

As a brand-new ensemble with a modular artistic structure and a mission centred on supporting new talent, Peregrine needed to:

  • Launch with clarity and impact in a competitive arts landscape

  • Build a brand identity that reflected both artistic ambition and social purpose

  • Present a unified, accessible structure across its three branches

  • Establish trust and recognition among audiences, funders, and potential collaborators

  • Lay strong foundations for future development, including charitable status

Our Role

Simply IC led the branding and launch strategy for Peregrine, shaping its public identity from the ground up to ensure it was positioned not only as an exciting new ensemble, but as a future-focused organisation committed to nurturing the next generation of classical artists.

1. Brand Development & Structure

We worked closely with Peregrine’s founders to create a flexible brand architecture that could house Orchestra, Voices, and Chamber in a way that felt cohesive and intentional. Instead of branding three separate entities, we developed a single unified identity that reflected Peregrine’s vision: one platform, multiple expressions.

2. Articulating Purpose Through Design & Messaging

At the heart of the brand strategy was the need to clearly communicate Peregrine’s commitment to emerging artists. We ensured this was woven into all messaging, positioning Peregrine as not just a performance collective, but a creative ecosystem where new voices are welcomed, supported, and given space to grow.

This included crafting mission statements, value propositions, and tone of voice guidelines that signalled both professionalism and openness.

3. Website Copy & Launch Content

We developed the full suite of launch copy, including:

  • Homepage messaging and modular strand descriptions

  • SEO-friendly content with future scalability in mind

  • Language that spoke equally well to audiences, artists, funders, and press

4. Soft Launch Support

We supported Peregrine through its launch phase, helping shape how it entered the public eye via strategic social content, press-ready copy, and onboarding advice for team communications. The aim: a strong, polished debut that signalled confidence, credibility, and care.

Results

  • A bold, coherent brand that successfully unifies three artistic strands under one vision

  • Public messaging that clearly reflects the ensemble’s mission to support emerging artists

  • A full team now in place, with strong momentum and infrastructure for growth

  • A brand narrative and structure that directly support Peregrine’s application for charitable status

  • Positive early engagement from performers, collaborators, and stakeholders across the UK arts scene

  • A positive relationship and cross promotional opportunities for Peregrine and London's top music colleges

Client Feedback

“From day one, Simply IC helped us build a brand that not only looks and sounds like us, but that truly reflects our values. The focus on supporting emerging artists was vital, and they helped us express that with clarity and authenticity. We’re now set up for success.”
— Peregrine Founder

Conclusion

Peregrine is more than an ensemble, it’s a statement of intent for the future of classical music. Our work at Simply IC focused on creating a brand that embodies that future: bold, collaborative, inclusive, and committed to elevating new voices. It’s now set to thrive with a growing team, a clear identity, and a mission the industry is ready to get behind.