Musicbox is a mobile and desktop application that helps music teachers and their students expand the ways they teach and learn. To be able to go to market, my client needed to have it's brand somewhat established. He would then be able to take his concept and prototype to music educators in schools to start a dialogue about the concept and prototype for the Musicbox product.

The process with the client like always started with a brand strategy and discovery session / workshop. I facilitated a meeting where we established:

• Brand Positioning Statement - We brainstorm key words that will help determine the look, feel, voice, and tone of the brand.
• Customer Profiles - We determine who Vitalities target audience. This includes: Psychographics, demographics, backstory, expectations/desires, obstacles, loves, etc.
• User Journeys - We hash out how the audience will interact with the brand and website: Compelling events, awareness, engage & delight, and share & return.
• Business Priorities and Goals - We prioritize: Awareness goals, Revenue goals, and efficiency goals for Vitality's marketing strategy.
• Visual Competitor Analysis.

From the brand strategy, there is enough material to start creating a visual language that will determine the identity, and other marketing materials across all channels.

Slides from the brand strategy and discovery workshop:

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Some of the initial sketches:

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