How to Brand Your A Cappella Group: Lessons from Boston’s Redline
Thanks to shows like Glee and The Sing Off, a cappella has finally (arguably) broken into the mainstream. As a cappella gains a greater profile, we’re going to need to work harder to distinguish ourselves in creative, memorable ways. Redline from Boston are an example of a group that is doing exactly this.
I discovered Redline this morning after spying their striking logo in their Twitter avatar. It’s understated, but memorable, and the treatment of the L immediately communicates that the group takes its name from a subway line.
For our own logo (which we redesigned over the summer) we knew that we wanted something more complex, with a distinctive silhouette and with multiple layers of meaning. Our logo is rooted in a language of tradition, while Redline’s is sleek and modern - both display a clear visual intention and direction.
You can also see the group’s commitment to great presentation in their promotional photos, for which they brought on professional photographers Bethany & Dan.
Source: Bethany & Dan blog.
The shots are gorgeous, and Bethany and Dan do a great job of capturing the group’s fun, easygoing attitude. Redline is sure to get a lot of mileage from using these photos in their promotional material.
And finally, the website. All too often, a cappella groups make do with bare-bones, poorly maintained sites. A strong web presence, therefore, is a great opportunity to distinguish oneself, and any group that is thinking about redesigning their website should look to Redline as an example of how to get it right.
In characteristic fashion, Redline went all out and secured the services of a professional designer to build the site. It’s the work of Andrew Nalband, and Redline must be applauded for once again proving that it’s worth investing in quality work.
The rest of the site is done in a simple color palette of blacks, whites and grays with red accent. The navigation is clear, and once again, there’re multiple opportunities to hear snippets of Inbound.
The Redline guys love what they do, and it shows in the careful attention they’ve paid to every aspect of their presentation. There is only one thing missing - a group blog. These guys are highly motivated, and I would love to learn about their influences, follow their adventures, and hear their opinions concerning all aspects of a cappella arranging and performance.
Of course, great presentation must be backed up by the goods, and Redline delivers once again in fine form. If you haven’t already, you should grab a copy of Inbound. Warning: “Don’t Stop the Music” will give you goosebumps.