Loreena McKennitt is an international musician, writer, and performer of the highest talent and ability. Her music is a melting pot of Canadian, Celtic, and Eastern influences that span generations and cultural norms.
We worked extensively with Loreena on a number of projects including various albums, promotions, tours, and the refining of her identity.
It was apparent that through a number of different creative directions and talents the brand and identity had become slightly confused and a patchwork of layered ideas and concepts. We created a simplified logo identity and brand positioning that accommodated the varied influences of her music while effortlessly combining her own personality. Because each album has a soul of its own it was important for us to anchor on the unchanging and strong personal position of Loreena herself. Loreena and her music have always been sophisticated, intelligent, and she has been at the forefront of musician-managed production and control since her career began. We created an identity that was a little less personal but more broad without stepping too far away from what the audience really loves about Loreena and her music.
Key deliverables: Brand Audit, Strategy, Messaging, Design, Digital, Writing, Graphic Standards, Advertising, Media and Communications, Production