Andante,
Keys For Change:
Communication and Content Strategy for Social Media
Rewriting The Legacy Of Women In Classical Music
Andante Piano is an independent classical music label based in the Netherlands.
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In March 2024, in honor of both Women’s History Month and Piano Day, they set out to dedicate the entire month to celebrating the women pianists in their roster.
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The vision was clear and deeply rooted: to help rewrite the legacy of women in classical music through emotion, history, and inspiration.
That’s how Keys for Change was born: a campaign we supported through communication strategy and content creation, transforming intention into a story that felt cohesive, moving, and visually resonant.
Giving Voice to the Artists
One of the most heartfelt intentions behind the campaign was to offer each artist a space to speak in her own voice. We wanted the musicians to be more than performers, we wanted them to be storytellers.
To share their thoughts, their journeys, their truths. Not just as pianists but as women moving through a world where classical music has long echoed with mostly male voices.
Their reflections became the emotional heart of the campaign, turning the message into something deeply personal, honest, tender, and quietly powerful.
Reels
Our Comunication
Strategy
To make sure the heart of Keys for Change was not only understood but truly felt and shared, we crafted a thoughtful and tailored communication strategy.
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A communication strategy is, at its core, a way to bring clarity and intention. It defines what you want to express, who you're speaking to, how you want to say it, and where those words will have the most impact.
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In this project, that meant being intentional with every choice, from tone and language to content formats, platforms, and the emotional arc of each message. Every piece of communication was designed to echo the campaign’s purpose, while leaving space for artist voices, personal stories, and genuine emotion to come through.
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To hold everything together visually, we also developed a dedicated visual guide. It became our creative compass, aligning illustration styles, color palettes, typography, and layout so that each element felt part of a shared visual language distinctive, cohesive, and alive with meaning.
A message that transcends sound
As part of our work on Keys for Change, we shaped a campaign that didn’t just speak, it listened. One of its most powerful storytelling elements was a long-form video conversation with pianist and composer Armen Nalbandian, where he reflected on the historical absence of women in classical music and honored two remarkable figures: Clara Schumann and Nadia Boulanger.
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This wasn’t simply about sharing facts. It was about inviting a shift in perspective. The video explored how systemic erasure has shaped the way classical music is remembered, and why rethinking that history is so essential today.
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It offered the campaign a deeper foundation, anchoring it in context, meaning, and intention, and reflected our belief that design and communication, when guided by purpose, can be quiet forces for cultural change.