The National Academies of Sciences, Engineering, and Medicine have a long history of gathering leading thinkers to share the latest research and information on health equity. In the summer of 2020, they launched a communications campaign centering the impacts of COVID-19 on communities of color, and featuring conversations with experts on a variety of topics related to minority health and COVID-19, as well as information and resources from the National Academies on topics related to health equity. LeAnn Locher & Associates provided campaign branding for the videos, web and social media graphics, designing a unified and bold look to carry across platforms and to communicate at-a-glance COVID and its impact on communities of color. This eight-week campaign provided trusted voices and messages across multiple platforms during a time when the nation needed it the most.
Developing and launching a brand can be intense: a lot of hours, deep research, often testing. But let’s say we cut the timeframe down to 3 weeks and throw in a global pandemic? Now that’s intense. But I couldn’t say no to this project: such great fun, and, I know the topic: I trained as a classical pianist from age 4-18. Combine that with a creative and engaged client, and we were about to create some magic.
Virtuosity.online was launched during “the great pause” of 2020. As we all stayed at home, music students were foregoing classes with their teachers, recitals, and performances. Professional violinist Kevin A. Lefohn had already been using online conferencing software to connect to his students prior to the pandemic, but now any barriers that may have existed in the industry fell away and he was perfectly poised to step into a great need.
Designed not to replace lessons with instructors, Virtuosity.online classes are for students of all levels who want to up their game, explore their creativity, learn new ways of learning, and connect with other students and teachers from around the world. Designing this brand meant instilling a fresh modernity within a classic arena, centering the joy of students and their instruments, with a very strong, professional foundation reflected in the tenor of the instructors.
The Virtuosity.online logo is the fermata, the musical symbol for pause. It brings wonderful meaning for the launch story (e.g. the great pause during the COVID pandemic) and over a longer time, connects to a theme of pause in classical training practice to grow curiosity and to think differently.
During this short time (3 weeks!) we developed the brand platform and all lead messaging, creative thematic, logo, website, and social media campaign. Let’s just say that during a global pandemic, I was not just baking bread and watching Netflix.
LeAnn Locher & Associates came highly recommended from respected executive leader and non-profit consultant colleagues. As a start up responding to the great pause of world in 2020, I initially approached LeAnn Locher needing a logo and web designer. What transpired as we began our strategic partnership together was an incredibly deep and thoughtful process from which a comprehensive brand platform, communication and social media strategy, artwork, a logo, and a gorgeous website were brought to life. Working with someone who really ‘gets me and gets it’ has been exactly what my vision needed. Without doubt, the creative and highly efficient work of LeAnn Locher & Associates has been THE best investment for the future of my business.
— Kevin A. Lefohn, Founder of Virtuosity.online
This week, over 600 young leaders, advocates, social service professionals, community-based organizations, and policymakers are gathering in Atlanta for the national convening of In Solidarity, a conference by National Crittenton.
In Solidarity, We Rise: Healing, Opportunity and Justice for Girls is a different type of conference: it includes guidance and leadership by girls themselves, with deep dive intensives including understanding the root causes of trauma, exploring civic engagement for girls, and strengthening the justice reform for girls’ movement.
LeAnn Locher & Associates has designed the branding and overall visual representation for the conference, including promotions, programs and on-site signage.
If you’re in Atlanta and feel the earth shift this week, it’s all those world-changers at In Solidarity.
LeAnn Locher & Associates is proud to announce our project with The National Crittenton Foundation, Rights & Responsibilities booklet, has been selected as a winner in the prestigious Design Competition for Communication Arts. The competition, now in its 51st year, selected 185 winning pieces from 4,564 entries submitted from around the world. Winners are featured in the 2010 Design Annual in the September/October 2010 issues of Communication Arts.
When I began my career I thought I had to choose between doing creative or doing work that makes meaningful impact in the world. I refused to choose, and today, look how the world has changed—they’re even writing books about socially conscious design. I’m so proud to be featured in this fantastic book, alongside design luminaries and trailblazers who like me, see design as a tool for addressing complex issues, and design that can and should be environmentally responsible.
If you’re about sparking transformation in people and on issues, you’re in the right place. LeAnn Locher & Associates is all about changing the world–for the good.