Client: Westwood Music Club
Creative Brief: Brand Strategy
Project Lead: Erin Braford
Creative Lead: Lauren Boynton
CREATIVE BRIEF PURPOSE
To provide strategic direction and make specific requests to the creative team as they
develop brand deliverables. It is also the tool we will use to objectively measure the success of
the creative deliverables.
Westwood Music Club requests a new logo and brand-informed interior design direction for
the company’s physical space.
Westwood Music Club provides lessons in piano and other instruments primarily to children
ages 4 - 12. The business model is unlike other music instruction services in the area in three
key ways: 1) it is not as formal as some local “classical” performing arts schools/studios, yet it is
more professionally operated and experienced than many independent “piano teachers” 2)
fees are paid monthly (a “club” model, like a gym membership) and 3) its approach prioritizes
cultivating a love of music first over technical mastery (though students who commit
themselves will get that, too).
Ryan’s goal is to create a business model that better reflects his philosophy about taking
music lessons: that it should be fun, low stress, and seen as a life-enriching opportunity. The
objective is to share that philosophy across every customer touch point.
The shift from the near west end to a more central location may have implications for the
demographics. One question for Ryan: What is his intention here?
● The primary target audience is Richmond-area parents of children ages 4 - 12.
○ College educated
○ Upper middle class
○ Brands they respond to:
■ Pearl’s Cupcakes (local, boutique, custom), Target, Whole Foods
Restoration Hardware, Ballad Furniture, Acura, Lexus, iPhoneX,
Architectural Digest, Lufthansa
● Secondary audiences are 1) parents of teens and 2) adult learners, both working and
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Confident, Friendly, Knowledgeable, Relaxed, Modern, Professional, but never corporate
● Modern tech meets mid century modern design (West Elm meets a tech app)
● Playful, but not cute
● Bright and clean, but sophisticated
● Family friendly, but not childish
● Minimalist instrument shapes and clean sans serif text
● Mood board will drive color palette
This is how we want to show up in the market, relative to the competition (or how we narrow
the competitive set). For example here is how two German automakers each choose a
different aspect of “german engineering” to exploit in their market positioning: a) BMW is a
performance vehicle for people who love to drive; b) Volvo is the safe vehicle for families who
care enough to get the best.
Position: We create musicophiles.
For parents who want their children to try, stick with, and love playing music,
Westwood Music Club is the only music school (?) that cultivates a student’s love of
music while helping them work toward mastery.
At Westwood Music Club we offer:
● Energetic lessons taught by professional musicians who model music appreciation
and the joy of playing
● Frequent opportunities to perform and gain confidence, solo and in groups
● Access to concerts and other family-friendly events that introduce different musical
styles and instruments
● Community that creates bonds over their shared interests and provides
● Easy ways to make music lessons work for your family’s schedule: a comfortable
environment, good for working/playing while you wait, plus easy online scheduling
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