EQTY in Music
Helping a music charity communicate their purpose and uncover their true identity
Summary
When charity Abram Wilson approached us, they were going through an identity crisis. After nearly 15 years, they had outgrown their name, and were struggling to communicate their work within a music industry that desperately need what they offer. This wasn't just a refresh - they needed a totally new brand to show the world who they truly are.
Who Led The Project
Thad
Collette
Category
Consulting
Follow us
AUDIT
We started by surveying the charity's past career development mentees (now established musicians), staff, Trustees and donors as well as their Artistic Board to get a fully rounded picture of the charity's strengths and identify areas for improvement. We needed to understand their emotional connection to the brand beyond the name - what made the charity stand out and what was it's impact?
EXPLORE
We ran a focused, engaging workshop with staff and trustees to develop the new brand positioning and articulate the charity's purpose, personality, vision and values. It was important that we streamlined our process to meet the capacity of the small but ambitious charity.
CREATE
Naming can often be a tiresome and subjective process for organisations. However, not with our tried and tested techniques. We ran a brainstorm with the team, and were able to narrow it down to 2 strong names to put through due diligence within an hour! Following our rigorous checks, the name EQTY in Music (pronounced Equity in Music) was born. The distinctive spelling helps the charity to stand out in a crowded space - after all, there is no 'you' or 'I' when it comes to embedding equity! For the identity, we wanted to draw on the language of music and looked for bold colours to reflect the charity's personality.
EMBED
We worked with the charity's staff to develop an implementation plan that they could roll out with limited resources. Thanks to the BRIT Trust, they were able to secure a headline feature in Music Week, something that would not have been possible without the powerful rebrand. You can find out more about their work at:
http://www.eqtyinmusic.org.uk/
OUR insight
“This project gave us a fantastic opportunity to honour what had already been built through the Abram Wilson charity and evolve it for a new generation by creating EQTY in Music. The real test is always how people respond, and we’re delighted the team are proud of it and the audience has embraced it, and that’s what gives it power. Because it connects, it will help the charity grow its impact, reach more people, and carry that legacy forward in a truly meaningful way.”
Thad
Collette
"Working with Brand by Me helped us to reflect on the evolution of our work and the mission that drives it. Our redefined purpose, values and bold new identity has renewed our focus and transformed our look, as we embark on this new chapter in our history."
Mercy Welbeck, CEO, EQTY in Music
Recognising and addressing how your brand upholds systems of oppression helps drive social justice. We can show you how.
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