317 Main Community Music Center came to KBT Creative to rebrand their non-profit in advance of a large capital campaign. They felt that their current branding did not reflect the welcoming, authentic and inclusive nature of their acoustic music school. They wanted a look and feel that set them apart from other music schools in the area while still being inclusive to all ages and abilities.Their ultimate goal is to raise funds to increase the size and quality of their facility and to develop more outreach programs for diverse populations.
We stared out by surveying current customers and potential new customers to find out how 317 Main was perceived in the community. We then compared this with how 317 Main wants to be perceived going forward. Once the discovery phase was complete, We developed a branding statement that included the primary target market, the most important product features (strengths, unique offerings, what makes them different), and the rational and emotional benefits to the consumer. We then presented a brand strategy suggesting tactics for how the brand promise can consistently be expressed throughout 317 Main’s marketing. We clarified overall messaging, created a new logo and visual language that better reflected the creativity and enthusiasm of the community, created marketing collateral and designed building signage and way-finding elements.
Since launching the new brand identity in August 2016, enrollment is up and continuing to grow.
"KBT Creative's contributions have propelled 317 Main to a higher level. Thanks to their thoughtful work, we are reaching more music lovers and donors than ever before"
– Amy Sinclair, Communications Director, 317 Main Community Music Center