by Lark Schumacher Coryell
"So what do you do"? "I'm a strategic brand identity manager". (Blank stare.) "Uh, what??"
"I work with companies to create and manage a consistent look and feel-identity if you will-that reflects a company's authentic brand, for consistent recognition across all media worldwide." (Eyes glaze over.)
So let me present to you a case study. Start with an incredible chorus that has been around for over 25 years. Thanks to the vision and amazing musical programming of Dick Grant (and now Lynne Morrow also), this chorus has become known as the Bay Area's most innovative chorus, the Pacific Mozart Ensemble.
Ah, Pacific Mozart Ensemble. That shouldn't be too hard. Classical chorus. Take a picture of Mozart, morph it into the Pacific Ocean, add a few musical notes, and you're done. Right? However, there's just one problem-- the Pacific Mozart Ensemble isn't just a classical chorus. PME sings all kinds of music-"from Beethoven to Brubeck to the Beatles" - this year alone. Really. We sing with all kinds of friends and collaborators-Kent Nagano and the Berlin Deutsche Symphonie-Orchester (can you say Grammy nomination, baby?); Dave Brubeck (Dave Brubeck!!), Sufjan Stevens (amazing), Meredith Monk (in Carnegie Hall, mind you), just to name a few. And we do all of it extremely well. With a huge amount of heart and soul and professionalism.
Oh. Well. Now what? Now the real work starts. Time to sit down with the musical director, artistic director, and board members, to come up with a list of all the attributes that authentically represent PME. Next, figure out all the identity elements that will be needed. Bring on board a small PME brand 'swat team' to review and provide expertise. Next, write a Creative Brief for the whole project.
Then, beg the best designer you know (Margaret Swart, Swart Design) to create a logo that reflects all the different aspects of PME, and then ask for her help with the rest of the identity elements too. After that, beg the best web architect and marketing manager you know (Roger Coryell, BrandHound) to help you. It helps that I'm lucky enough to be married to him (though during this project I'm not so sure he was feeling the same way ;-)). Create a timeline so that the new look and feel is ready for the start of PME's 28th season.
Send the identity elements (logo, colors, typography) to Louise Casselman, the very talented designer who has been creating our season mailers for many years. Go to the printing plant to review and check the colors for the printing as it's coming off the press.
Back to the website. Assign people (OK, beg again) to take pictures, create mp3s, and get content ready. Create the website look and feel, navigation, architecture and content management system. Get the website built and tested. Put all the content in. Review, review, and review again. (Sounds simple, right? Hah.) 'Stealth launch' the new website on a Sunday night to test everything again so it's ready for the grand unveiling at PME's Monday night rehearsal. (Except that one of our members goes to the website to get a phone number and sees it, and sends a note out to the PME chat list to tell everyone about the cool new website. There really is no such thing as a stealth launch.) Test into the wee hours of the morning.
Thank the many people who have helped get this done- THANK YOU THANK YOU THANK YOU (see the Credits section in the new website).
Continue to monitor and review to make sure all future materials meet the guidelines and criteria set to showcase this amazing chorus.
Now can someone please tell me how to say what I do in one sentence at a cocktail party so that people's eyes don't glaze over??