Designing a brand for a NYC-based business was a little bit of a bucket list item for me, and I could not have asked for two sweeter people to work with than Kevin and Molly of NYC Vocal Studio in Manhattan. These two have the biggest hearts and completely trusted me to design something unique, original, and fun for their rebrand. It was such a joy, and I’m thrilled to show it off today! (Special shoutout to fellow boss lady, Chelsea of 23&9 Creative, who helped make their website come to life!!!)
As I do with all of my clients, I invited this special duo to collaborate with me on a joint Pinterest board, where we housed all of our inspiration. With these boards, I ask my clients to add things they, personally, like, while I focus on their ideal clients’ likes, allowing us to “marry” the two and draw inspiration that caters to both ends. Needless to say, Molly and Kevin absolutely nailed it out of the park and showed me how creative they wanted to get with their design!
To get a full understanding of our approach with this design, I feel like I have to share this excerpt from their brand discover questionnaire regarding their ideal client:
“Someone who deep down has their sense of childlike play still intact. Someone who wants more from life than just material things. Someone who realizes artistic expression can be as vital to a full life as a good job, and a loving family. Someone with a genuine LOVE for music and interest in expressing themselves with their voices. Someone who doesn’t take themselves too seriously but will take the work seriously - who realizes they are simultaneously a work in progress and a work of art. Someone who cares about others, and the type of impact they are making in the world. This client read books by Brene Brown. They made killer mix tapes in high school. They were the third tree from the left in their middle school play.”
With their inspiration board ready to go, I sat down to brainstorm specific concepts for their brand design. Overall, I knew I wanted it to showcase their unique approach to musical teaching, their belief that anyone, anywhere can be a great artist, and their heart for NYC. I played around with a few concepts (including one with an apple design, which was too fun!), and ultimately landed on what ended up being their final concept. I’m sharing some of these details below!
The circle encompassing their primary logo has a dual-meaning that I really, really love. First, you’ll notice the circle isn’t fully enclosed - it has openings throughout to symbolize their desire to create a community full of people from all different backgrounds, cultures, etc. within the NYC Vocal Studio. They are always open to accepting new faces! Second, the interchanging sizes of the lines that outline the circle resemble that of a sound wave, which you’ll see incorporated later on as well.
We all wanted to call out their prime location inside midtown Manhattan without being too cheesy about it. The result? A custom skyline icon with a special added touch to the Statue of Liberty. Yep, you’re seeing it correctly - Lady Liberty is jamming out with her own set of headphones and surrounding music notes. Isn’t that too cute?
From a typography perspective, we wanted something a bit more lighthearted, fun, and approachable than a standard font. In the end, we opted for an easygoing script that’s bold enough to read at a distance without feeling too feminine in nature!
Their brand patterns are some of my favorites to date (I think I say this every time, but it’s so true!). Sound waves were something I felt inspired by when sourcing for their mood board, but I didn’t want them to be random in nature. After all, brand patterns are an excellent way to extend your brand story overall! I spoke with Kevin and Molly about a few songs that felt most meaningful to them, and when they shared the story of Kevin singing “Somewhere Over the Rainbow” at Molly’s wedding, I knew that was too perfect not to share with the world. .
This brand encompasses everything I believe a strong brand should: Inspirational, a touch daring, unique, and intentional. I hope you love it the way I do!
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