Overview

Since 2005, JACK Quartet has been a leader in the contemporary classical music scene. The string quartet is also a non-profit, which allows it to operate a broad range of programming, from performing, commissioning new music, and teaching.

Objectives

JACK Quartet wanted to re-envision its brand messaging to speak more powerfully to American audiences.

Implementation: Messaging

To develop JACK Quartet’s new brand messaging, we put JACK’s four ensemble members and their key leadership through ConiferCo’s signature brand messaging experience. They completed a branding questionnaire and a workshop during which they articulated what JACK meant to them and could discuss where their vision differed.

We used the outputs of the questionnaire and workshop to write a set of core brand messaging for JACK Quartet: mission and vision statements; “About Us” and “Artists’ Statement;” a set of organizational values; and a suite of tag lines.

Results

This messaging is now incorporated throughout JACK Quartet’s website.

Need brand messaging for your business?

I’d love to use my learnings from this brand messaging project to see how I can add value to your organization.