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“LTC was an intregal part in making the SOLID brand synonymous with cutting edge design, attention to detail and a professional image.” - Justin Levenson, former SOLID president
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Branding SESAC

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SESAC Typographic Headline Solution
SESAC Ad Design & Copywriting
SESAC Ad Design & Copywriting
SESAC Ad Design & Copywriting
SESAC Ad Design & Copywriting

The Opportunity: As one of the "Big Three" performing rights organizations, SESAC had an 80-year history of representing some of the world's greatest composers and songwriters, from icons like Bob Dylan and Neil Diamond to up-and-comers like Hillary Scott (of Lady Antebellum), Swizz Beatz and MGMT.

Since SESAC has clients in different musical genres (e.g. rock, country, urban, gospel, Christian, Americana) and professions (e.g. songwriters, educators, musicians, publishers, restaurant owners), we wanted to give the brand an instantly recognizable look, emphasize what sets SESAC apart from its competitors and align the brand across many platforms and campaigns.

The LTC Approach: While we wanted the new ads to have the same look, we didn't want to create something so rigid that SESAC would lose one of its greatest strengths: being able to customize each campaign to suit the organization's many audiences. We didn't want to take a "one look fits all" approach.

Instead, we took the colors of the SESAC logo – red, black and white – and created a limited palette for most SESAC ads. It's a classic but bold combination that stands out in magazines and programs and can look sophisticated, edgy or fun, depending on SESAC's needs. When readers see a red, black and white ad in a magazine, we want them to think "SESAC."

To help differentiate SESAC from its competitors, we wrote copy capitalizing on its reputation for choosing quality (over quantity) and providing quality (service, fast payments, advice). Our SESAC ads use phrases like, "Personal Service. Fast Payments. One Choice. SESAC." and "The Best Songwriters. The Best Service. SESAC."

In addition, we've collaborated with SESAC to give the company newsletter, called "SESAC Magazine," the look and feel of nationally-known music magazines, like "SPIN" and "Rolling Stone." Quarterly, the magazine showcases SESAC talent, giving these clients the attention they deserve and letting them know that SESAC is invested in their success.

The Results: SESAC leadership has expressed excitement about our brand alignment efforts, and the new ads and copy have appeared in publications like "Music Row Magazine," "SPIN" and "American Songwriter," as well as programs for award ceremonies and songwriter festivals (e.g. Key West, SXSW).

With a strong brand identity in place, SESAC and LTC are working to reach new markets and continue branding SESAC as the best choice for the best songwriters and composers.

Client: SESAC
Release date: 2010
 
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