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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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Will Hoge Number Seven

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Will Hoge Number Seven
Will Hoge Number Seven Collectors Vinyl Packaging
Will Hoge Number Seven Digi CD Packaging
The Opportunity: Prior to the Sept. 27, 2011, release of his album, "Number Seven," singer-songwriter Will Hoge and his team (Fitzgerald Hartley and Ryko Records) asked us to assess his image as a recording artist and help them clearly define his brand.

The LTC Approach: We kicked off our investigation by getting to know Will through his work – listening to his previous albums, reviewing his comprehensive music catalog and watching live performances. Then, we gathered testimonials from Will and his team about his career, personality and mission. So, we had a complete picture of where Will had been and how he wanted people to see him, which gave us all the information we needed to help him define what his brand should be moving forward.

The Results: We recommended that all of Will Hoge's branding should reflect that he's a singer-songwriter who writes honest, powerful lyrics about everyday, blue-collar life. For "Number Seven," we created conceptual cover art that's bold and attention-grabbing but instantly familiar to working-class fans: a set of tally marks representing the number seven.

With this bolder, stronger brand in place, Will and his entire team are unified in how to present him as an artist, promote his latest album and maintain his brand for future projects.
Client: Ryko Records
Release date: September 27, 2011
 
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