Recent Work: The Choir School's new tagline

Recently, I’ve been working with The Choir School in developing materials for their upcoming 27th season. The organization needed new brand positioning that could carry through marketing materials for the next year — or more.

I created a new brand position and tagline for The Choir School in “Voices raised.”

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This strong, easily-grasped tagline broadly communicates the most unique aspects of The Choir School experience and serves to support their season marketing, underscore their program’s impact, and transition successfully out of their recent dominant messaging which was focused around their 25th anniversary and recent endowment campaign.

Its strength is its ability to reference their mission statement in shorthand, a complete marketing summary that communicates the program’s unique value in a concise package.

To amplify the effect of the tagline, I’ve worked with the organization to provide guidance in how to weave this theme into written marketing materials, as well as into talking points.

This is my sixth season working with The Choir School. It's always great to work with Kay, Dan, Elizabeth, and the entire team, but working to get this season ready to launch has been a particular joy. I am very proud of everything we've been able to prepare for this year.

You can see more of this work here.