Big Music

Big Music occupies a rare and powerful space: it doesn’t just teach people how to play instruments, it gives them the full, performative experience of being in a band, rehearsing, collaborating, and performing live in professional venues. However, its brand no longer reflected that energy or ambition. The existing identity felt outdated and tired, and brand communications lacked cohesion, continuity, and impact. What should have felt loud, exciting, and confidence-building instead felt muted. Dormand Design was engaged to reimagine Big Music as a brand that truly embodied the thrill, creativity, and credibility of making music together. Thanks to Iain Good from Premiumisation Partners for bringing Dormand Design in on this project and for the strategy that informed the work.

The rebrand began with a complete redesign of the logo and corporate identity, repositioning Big Music as the dynamic, exciting, and contemporary brand that, it is. The new identity was built to feel expressive yet disciplined, capable of capturing the emotional highs of performance while remaining clear, structured, and scalable. Central to this was the development of robust design systems that brought order and consistency to every brand touchpoint, replacing fragmentation with clarity and intent.

Brand Design / Brand Positioning / Brand Guidelines / Visual Language

The solution

A defining challenge of the project was the need to communicate with three distinct audiences: young children, teenagers, and adults. Rather than forcing a one-size-fits-all solution, Dormand Design created three interconnected design systems, each calibrated to speak immediately and authentically to its audience. For children, the system was playful, bold, and approachable. For teens, it was confident, expressive, and culturally relevant. For adults, it was refined, aspirational, and credible. While each system had its own tone and visual language, all were clearly connected—ensuring Big Music felt like one cohesive brand, not three separate ones.

At the heart of the work was the understanding that order creates confidence. Well-designed, cohesive brands signal professionalism, care, and trust—qualities that are especially important when parents are choosing programs for their children, or adults are investing time and money into learning a new skill. By introducing structure through design systems and clarifying brand messaging, we transformed Big Music’s communications from lacklustre and inconsistent into confident, engaging, and easy to navigate. The result is a brand that feels as inspiring and organised as the experience it offers—inviting people of all ages to step in, pick up an instrument, and belong to something bigger.