MacPhail School of Music

Industry: Education

Brand Strategy / Brand Identity / Advertising

  • From its founding in 1907 MacPhail has been Minnesota’s premier music school for adults and children. But as its offerings expanded, its messaging became more about the individual programs and less about what makes MacPhail in its entirety such a great institution.

  • Working with their brand leaders, Riley Hayes pursued the big-picture benefits all MacPhail programs offer: great instructors, quality of education, access at all levels of development, the opportunity of an ensemble and the enhanced quality of life music can bring.

  • Riley Hayes created a complete set of messaging that can be used in all media forms: directed at children, youth and adults. It starts with a dynamic graphic treatment that plays off the dynamics of music. The graphics are complemented by smart headlines that celebrate MacPhail’s advantages.