Music Soul Branding and Website Design

soul

music

“Music is a moral law. It gives soul to the universe, wings to the mind, flight to the imagination…”

- Plato

Brief

The objective of this project is to create a new brand identity, website, and social media marketing design for a music academy based out of Gurgaon, India. The music academy is primarily focused on providing music lessons to school students and a few adults. The academy offers a variety of courses such as guitar, ukulele, vocals, drums, and piano. The music academy is owned and operated by Prachi.

22nd Feb, 2023

To become one of the best music institutes in state. Our students perform at various places across India and carry the torch of music soul.

Vision

To impart an enriching music experience which the student carries for the rest of his/her life. Music is suppose to be fun and that’s what we do.

Mission

Project Overview

Branding Design

Primary Research

Who are the clients?

Current

Instruments

15+

11-15

5-10

Guitar

42%

Drums

32%

Future projection = 50%

Keyboard

11%

Piano

Vocals

Ukulele 3%

What do they teach?

What is the first point of contact?

References

36%

Year-on-year Growth

Google

64%

Who?

18-24

25-34

35-54

guitar classes near me

guitar classes online

online guitar classes

guitar classes gurgaon

guitar learning for beginners

music instruments learning classes near me

online piano classes

music classes near me

guitar coaching near me

COVID

Values

Knowledge sets you apart

Music boosts confidence

Learning knows no age

Music as a stress buster

Observations

Reach through Google ads:

Social Media

2,632 followers till 21.02.2023 on Instagram

+64 %
of students find us through Google ads

Top 10%
of financial strata reaching through Google ads

88%
of searches is through mobile phones

User Persona

DEV

“My child is my rockstar”

Dev is a parent of a 5 year old girl, Vedika and is looking for a suitable music class for his child to have an great skill set from the start.

Age: 36 years old

Status: Married
Occupation: CA
Location: Gurgaon

Goals:

Wishes that his daughter learns many skills from childhood

A creative collaborative environment for his daughter to learn

Experiences:

Tried finding online for a music class for his child

Has learnt music himself as a child and wants his child to experience the same

Pain Points:

Wishes a safe, kid friendly environment and a female music teacher for his daughter

Can’t find any online solutions for his daughter’s music class

UNNATI

Age: 12 years old
Occupation: Student
Location: Greater Kailash, Delhi

Unnati is a middle school student who loves to learn new tricks and perform for her school for football and new music instruments.

“Learning music makes me as happy as playing in the field”

Goals:

To upskill herself in a way that is also calming and fun;

To find an affordable course for guitar

Experiences:

Tried online guitar courses during lock- down but misses the tactile experience and making new friends

Pain Points:

Does not like when she misses classes because her mother is busy and can’t drop her

Wishes to find time between her football practice and tuitions for her guitar lessons

Can’t find a class who matches her fire to learn with a personal attention from teacher

Current Online Presence

Website: www.musicsoul.in
Instagram: @wearemusicsoul

Problem Statement

The music academy faces challenges in building its brand identity, increasing its visibility and engagement, and attracting new students. The current branding, website design, and social media marketing design do not reflect the academy's values and goals, leading to missed opportunities to reach its target audience and differentiate itself from competitors.

The music academy is facing several issues, such as low visibility, low engagement with existing and potential students, and increased competition from other music schools. The academy's branding is outdated and does not resonate with its target audience, leading to a lack of recognition and differentiation from competitors. The website design is also not user-friendly and does not provide adequate information about the courses, schedules, and fees.

Solution

To address the challenges facing by the music academy, a comprehensive design solution will be implemented, including brand identity, website design, and social media marketing design. The design solution will focus on building a strong brand identity that resonates with the target audience, improving the academy's visibility and engagement, and ultimately attracting new students.

The first step in the design solution will be to create a new brand identity. This will involve designing a new logo that is modern, versatile, and consistent with the academy's values and goals.

Brand Identity

The website design will be improved to be user-friendly and visually appealing. The website will be designed to be responsive and accessible on different devices, including mobile phones and tablets.

Website Design

The social media marketing design will be updated to reflect the academy's new brand identity and to improve engagement with existing and potential students.

Social Media Marketing

Overall, the design solution will aim to create a strong and consistent brand identity that resonates with the academy's target audience, improve visibility and engagement, and attract new students to the music academy.

Launch Date Analysis

When launching a website and social media campaign for a music academy targeting school-going students, it's important to consider the school calendar, admissions period, competition, and marketing strategy. The best launch date is typically at the beginning of the school year in April, August or September, coinciding with admissions periods for most schools.

Launching a few weeks before competitors can provide an advantage. Additionally, planning a marketing strategy and advertising budget beforehand can help maximize the impact of the launch. Overall, taking these factors into account can help ensure a successful launch and attract potential students and their parents to the music academy.

The Rebranding

Before

Existing Branding was broken and inconsistent without any strong brand identity in the different platforms and required complete transformation.

The Process

music

soul

music

soul

A friendlier approach seemed to include a mascot - elephant the Jumbo in our logo and branding system. Relating to education in Indian culture and friendliness in nature, it seemed the perfect choice, not to mention it definitely could do with some music education!

Final Logo System

The Idea

The logo is a representation of Jumbo - the elephant wearing a headphones shaped in a music tone. The aim was to design a branding in the intersection of fun and learning.

learn music the fun way

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Secondary Colours

Yellow, and Coral Red:
Primary Colors

The Vibrant and Bold colours embody passion for creativity in its dynamic and engaging visual language, and welcomes students of all ages to a refreshing and happy experience of learning.

Salmon and Purple:

Secondary Color Palette

Complementary serene and refreshing secondary palette create professionalism and balances the deeper tones to be a friendly and welcoming yet specialized course for the students - qualities that align with the academy's goal of providing excellent music education to aspiring musicians of all ages.

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#FFCC44

#3B3271