The Evolution
For many years, the Virginia Beach Chorale name represented who we were and where we came from. It carries an important history that deserves to be celebrated. But as the organization looked toward its future, it became increasingly clear that our identity needed to communicate more than geography and more than the traditional image associated with the word chorale.
We wanted a name and identity that felt welcoming, contemporary, memorable, and representative of the role music can play in bringing people together.
Our Rebrand Recognizes Those Changes
It creates an identity that can speak to longtime supporters while opening the door to new singers, younger audiences, new community partners, sponsors, and people who may never before have thought of a choral concert as something meant for them.
Coastal Harmony Does That
“Coastal” connects us unmistakably to the place we call home—the character, beauty, energy, and spirit of our region. “Harmony” speaks to music, but it also speaks to something larger: different voices coming together to create something none could create alone. That idea has particular meaning in the world we live in today.
Our Communities are Increasingly Diverse
Our communities are increasingly diverse. Generations experience music differently. Audiences discover organizations through websites, social media, video, and shared experiences as much as through traditional advertising. People have more choices competing for their time and attention, and they increasingly want to participate in organizations that feel relevant, inclusive, authentic, and connected to their community.