Brand Campaign

Abbey Road Institute

Helping an iconic cultural landmark train the next generation of musical icons.

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Context

Abbey Road Institute is an educational initiative from Abbey Road Studios. Launched in London in September 2015, it now has schools in Melbourne, Paris, Amsterdam, Frankfurt and Berlin, all offering intensive one year programmes in audio engineering and acoustics, music theory and production, and music management. The courses harness the skills and expertise developed over 85 years within the legendary Abbey Road Studios.

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Hannah Fitzgerald Global Marketing Manager Abbey Road Institute
The Baxter & Bailey team are fantastic. They proposed an exciting selection of ideas in response to our evolving brief and were a pleasure to work with. They were keen to understand and portray the unique offering we have at Abbey Road Institute and really showcase our student experience. I’m excited to see where we might go next with future projects.
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Solution

Building on an existing brand identity, we helped the Institute to devise a recruitment campaign to turn the heads (and prick up the ears) of potential students. Devising a central campaign concept – Be the future sound makers – we then created a suite of flexible icons, campaign copy, a graphic system, and a series of portrait photographs shot by the brilliant Sony World Photography winner Alys Tomlinson.

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Impact

The brand campaign helped to cement Abbey Road Institute’s status as a respected player on the higher education stage. The strength of its name, reputation and brand has ensured that the Institute continues to grow, attracting new cohorts of talented musicians and music producers every year.

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Special Thanks

It’s not often you’re invited to take a look behind the scenes at a world-famous cultural landmark. So special thanks to Hannah Fitzgerald, not only for inviting us to deliver this exciting project, but also for giving us a rare insight into the beating heart of the music industry.

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