Brand Development
Triangle Youth Music
Our Mission: We provide open space and opportunities for young musicians to create, excel and connect to others through the experience of making exceptional music.
Our Vision: Knowing the world through a life-long love of music.
The Story
This dynamic youth jazz and orchestra program in the Triangle area of North Carolina was out of tune with their community and knew it.
The Challenge
Their former name, Philharmonic Association, carried a proud tradition of excellence in music education and performance, but left some community members feeling the organization was not for them. Worse, some believed they would not be welcomed there. As an arts and culture program dedicated to student diversity, this misconception was harmful and far from the truth — but an outdated brand reinforced those assumptions.
The Bold Breakthrough
Like a fine musical instrument, a properly tuned brand sings with clear, true resonance. How did Triangle Youth Music find their brand’s new inspired sound? They listened to their audiences, and identified the notes that weren’t resonating. They composed a brilliant score, making their message soar by reflecting their true identity. And they made beautiful visual music with a finely tuned logo and graphic elements which deliver a fresh, artistic interpretation of their style.