The Associated Board of the Royals Schools of Music (ABRSM) is the oldest, and most respected, music examination board in the world with operations in over 93 countries. They were keen to appear more modern and approachable and to expand into BRIC economies. They had recently created a new, visual identity but as a result had lost confidence and become confused on their position in an increasingly competitive market.
Wire was approached to help redefine a clear position and to create a campaign for emerging economies, that sold the clear strengths and advantages of ABRSM. The result emphasised ABRSMs strong connection with the royal schools and positioned ABRSM as … The Best in music and for life.