ABRSM Rebrand & Marketing Strategy
Approach
Our goal was to make ABRSM more modern, more musical, and more personal. The creative concept, developed by Everything Connected, was inspired by the sound wave of someone saying "ABRSM", symbolising a journey through music. This dynamic new identity was designed to bring music to the heart of the brand, creating stronger emotional engagement across digital, print, and physical spaces.
The rebrand successfully modernised ABRSM’s identity, strengthening engagement and brand recognition. Everything Connected’s work received multiple awards, including a commendation from the World Brand Design Society, two International Design Awards, and a Web Excellence Award.
The impact was significant: brand engagement grew by 2M+ interactions, while the subscriber base increased by 5,000+ per year. A refreshed content strategy boosted social engagement by 50%+, with Instagram video views rising from 2–3k to 20k–175k per reel, and the successful launch of ABRSM’s TikTok channel expanded reach. The integration of D365M’s email platform improved automation and targeting, achieving a 7% opt-in rate (industry benchmark: 1–5%).
The rebrand not only repositioned ABRSM for a modern audience but also strengthened its connection with musicians, educators, and students worldwide.
Summary
In 2022, ABRSM, a globally recognised institution with over 130 years of heritage, embarked on a major rebrand to modernise its image and strengthen its connection with musicians, educators, and students worldwide. As Marketing Lead, I worked closely with Everything Connected to shape and launch this transformation, ensuring the brand’s evolution was both meaningful and impactful.
Re-brand project lead, Brand campaign
Industry | Culture & The Arts
Location | London
Brand idea | A Life With Music
Year | 2024
Role | Marketing Manager
