Brand identity and copywriting to clarify and articulate positioning.
Live to your Living Room (LTYLR) is such a fabulous story, so this was a dreamy brief.
Born out of an immediate need in lockdown (when nobody could access live events), LTYLR was built as an online events platform that could deliver world-class music performances live… um… to your living room. A community of music-lovers flocked, connecting with friends, enjoying shared experienced together and building new friendships.
Lockdown passed and everything went back to some kind of normal, but LTYLR’s community stuck around. The founders realised that LTYLR had accidentally revealed a much bigger problem: arts and culture isn’t nearly as accessible to all – audiences or artists – as we’d like to think it is. Long before the pandemic struck, there was a huge number of people who weren’t able to attend in-person events for a number of reasons (e.g., geography, health, caring responsibilities etc). LTYLR opened up a world of online, shared live music and events that was truly accessible to all.
A few years on, the founders, Cat and Pete, came to me because they were struggling to articulate the purpose of Live to your Living Room. It’s a familiar story – it’s almost impossible to get your core messaging right when you’re so close to a project. The answer always lies in gaining an external perspective (like mine!).
As part of my process, I reviewed all the strategic thinking that had gone before, interviewed both founders, and spoke with audience members, artists and staff to gain a spectrum of views and perspectives. Through this, a key theme of accessibility began to emerge. It was, of course, always there, but it was being obscured by other themes. My plan was to bring this key theme back to the top of the messaging, so that it was crystal clear what LTYLR’s guiding purpose was.
Once the brand identity was written and agreed, I then wrote a biography for both of the founders, a brand manifesto that clearly articulated LTYLR’s mission and purpose, and a key messaging document that could serve as a ‘script’ for anyone writing for or speaking about the brand.
LTYLR continues to flourish into an essential service, bringing shared, meaningful arts and culture events to all. It’s driving equity of access in the arts, it’s helping previously excluded music fans feel part of a community again, and is also a brand new revenue stream for artists who struggle to tour for whatever reason.
I was over the moon to get this lovely note from Cat once the project wrapped up.
“It’s been a really great process to work through with you and it’s already changing the way I talk about LTYLR even in casual conversation. I feel like I can really get to the heart of what we do very quickly without stumbling round trying to find the words!” – Cat McGill BEM, Creative Director and Co-founder.
Find out more about my copywriting and brand identity services, and get in touch to talk your needs through.