The Empowered Musician Case Study

The Empowered Musician is an amazing business that has three key focuses. They provide quality music lessons, career coaching, and a number of courses for singers, musicians, and people trying to break into the music world. We were able to take a scattered brand and align it with the business goals and values to help them grow their business in the middle of a global pandemic.

From Scattered...

The Empowered Musician team is amazing at what they do. They have a great group of teachers and instructors and a variety of students. Their old website however did not fit with them premiere level of service.

They wanted to stand out from the crowd and to challenge the industry, but it was hard to do with a website that didn't show off their level of professionalism and status - something they needed if they wanted people to take their rebel ideas seriously.

Because the business is complex and has different areas, it was complicated to show it on their website, and they struggled with representing all areas of the business while keeping it simple for a website visitor to get the information that they wanted.

There was also a slight tone gap. This is a brand that wanted to be heard and listened to, but positioned themselves with the elite of the old industry, rather than the leaders of a newer and bolder industry.

They needed a new status-building brand to break them out.

The Solution

After working with the team, it was clear that there was an inconsistency in how they were showing themselves off (the old way) verses how they wanted to be seen (in a new way).

We developed a new brand based on their archetype with their own spin on it. They are leaders through and through, but they lead from the trenches, not a palace on a hill.

We created a new logo, a torch with a handle. Something they could use to light the way for their followers and to shine a light on some of the darker areas of the music industry.

Next, we revamped the website and made it easier to use. We broke down what was important to the website viewer, and polished it up to give them a polished look. This new look gave them the air of authority that they needed to push back on antiquated ideas.

...To Concentrated

After we launched the new brand and website, the Empowered Musician team was able to grow and to get more bold in their position. They had a new confidence about them and were able to promote their business in new ways.

They've had a huge year as they've expanded to new markets, grown their team, and helped educate a whole new batch of students to be empowered to do things their own way.


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