Artistic Identity Begins with Strategy — and the Courage to Be Seen.

The music of Jörg Ulrich (Ueli) Busch is anything but singular. As cantor at Zurich’s iconic Fraumünster, artistic director of the concert series Musik am Fraumünster, and conductor of numerous ensembles, Busch crafts spaces where sound, depth, and human connection come alive — distinct, resonant, unmistakable.

But what gives his work its signature? And how might this signature be felt — not just heard?

In search of answers, Busch embarked on a finely tuned positioning process with ESSENCE RELATIONS — not to construct an image, but to give voice to his stance. The aim: to articulate identity, vision, and presence through the lens of artistic integrity.

At the core of this collaboration was a desire for growth — to expand across the many dimensions of his work, to make his versatility more visible, more comprehensible, and to open space for new forms of artistic engagement. «Those first conversations were intense,» Busch recalls. «If you’re serious, you have no choice but to expose yourself. That makes you vulnerable — but it also propels you forward.»

The journey began in November 2024, triggered by an immersive workshop with the ESSENCE RELATIONS team. In it, Busch was seen in full: as a person, as a musician, and as a leader. Together, they surfaced the values and goals that shape his artistic path — and co-developed a vision as the basis for a profile that is unmistakably his own.

«If you take it seriously, you must be willing to show yourself. That can feel risky — but it’s also the start of something true.»

The openness of the process became one of its greatest strengths. From structured steps to creative dialogue, it offered a rare form of sparring — equal, clear-eyed, and profoundly generative. It sharpened Busch’s sense of self, grounded his strategic communication, and placed authenticity at the centre of everything.

The second phase moved toward the visual. Building on the defined core positioning — including unique attributes, values, and vision — a creative workshop explored early directions for visual identity. These concepts are now being developed into a recommendation set for rollout in the coming weeks.

«My artistic profile no longer speaks through music alone — it lives in dialogue.»

What has changed for Busch in recent months? «I’ve become more attentive to language. I try to be more concrete, more deliberate in how I communicate. And I’ve found the confidence to voice my own ideas about music and leadership — in rehearsals, in conversations, in performance. That has strengthened me. My artistic profile now expresses itself not just in music, but in interaction.»

Though the process is still unfolding, its direction is clear: Ueli Busch will move forward with greater clarity, presence, and depth — as artist and as leader. His language is more precise, his position more visible, his leadership more embodied. His vision has space to grow — and its reach will expand outward.

What remains is the desire to continue. Because positioning is not a final destination. It is a path — one that becomes more defined with every step.

«Working with ESSENCE RELATIONS in this way was new to me. The combination of professionalism and personal depth truly moved and inspired me.»