Overview:

Music Will (formerly Little Kids Rock) runs the largest nonprofit music program in the US public school system. Teachers currently serve over 1,200,000 students in schools across the country. Their mission is based in the core belief that music education should be accessible to all. They have created an innovative, culturally relevant curriculum to ensure that access to music is a right, not a privilege. Since 2002, they have been breaking down barriers to music education access, providing instruments and instruction inclusive of musical genres students themselves select like Rock, Pop, Latin, Rap, R&B (and other emerging styles) in addition to classical instruction.

The Challenge:

Little Kids Rock, as a music education organization, was no longer just for little kids and no longer just focused on Rock, so it was time for them to rebrand and turn over a new leaf. Wide Eye was selected as a creative partner to build a visual identity that communicated the meaning and emotion behind the new Music Will name and, by extension, the organization’s transformative mission. The Little Kids Rock team wanted a brand that felt more modern and reflective of their community of instructors, youth musicians, and teens. It was important that their visual identity distinguished them in a crowded space; by reflecting the transformative joy and energy of making music, avoiding a more traditional or “Western” approach to music education, and, perhaps most importantly, retaining the characteristic “fun” at the core of their mission.