Kinnison Choral Co. Brand Identity & Logo Design
Situation: Building Brand Identity for Digital Choral Innovation
When Charlie and Carrie Kinnison approached Spellbrand to help build their brand identity for Kinnison Choral Co., they brought with them a powerful mission: “Charlie and Carrie believe that vocal music has the power to heal, inspire, entertain, and connect people all over the world. No matter your background, religion, nationality, beliefs, or level of talent, the world needs your voice.”
Kinnison is a husband + wife team that works together to create choral rehearsal tracks for all types of choirs and genres of music. Their main product is choral rehearsal tracks—digital audio files that revolutionize how choir members practice. These tracks allow singers to rehearse their harmony parts at home while hearing all other vocal parts, creating a complete “choir” experience even when practicing alone.
The digital music education market is niche but growing, with numerous providers competing for choir directors’ attention. Kinnison needed a brand identity that would communicate quality, professionalism, and the transformative power of choral music.
Task: Create Brand Identity That Communicates Transformative Power
The challenge required:
- Appeal to choir directors: Brand that appeals across all genres and skill levels
- Quality communication: Visual identity that communicates quality and professionalism
- Personal touch: Brand that reflects husband-and-wife partnership
- Market differentiation: Stand out in niche but growing digital music education market
Action: Strategic Brand Development
Brand Strategy: Connecting Through Music
Our brand strategy focused on positioning Kinnison Choral Co. as more than just a service provider—they’re partners in musical excellence. The brand needed to convey trust, quality, and the emotional connection that choral music creates.
Visual Identity: Elegant and Musical
The brand identity we created reflects the harmony and precision that Kinnison brings to every track. The logo design incorporates musical elements while maintaining a clean, professional aesthetic that appeals to both traditional and contemporary choirs.
The color palette and typography choices were carefully selected to convey:
- Trust and reliability for choir directors making purchasing decisions
- Artistic excellence that matches the quality of the tracks
- Accessibility that welcomes choirs of all levels and backgrounds
The Personal Touch: Husband-and-Wife Excellence
What sets Kinnison apart is their unique approach. As a husband-and-wife team, Charlie and Carrie bring a shared choral music foundation and complementary skills to every project. They pay meticulous attention to all music markings and details, ensuring each track delivers the appropriate vocal style for the specific piece.
This personal touch, combined with their deep understanding of choral music, creates tracks that don’t just sound good—they feel authentic. Choir members can sense the care and expertise that goes into each recording.
Mash and his team at Spellbrand Inc. have exceeded our company’s expectations for our rebranding project. They are true craftsmen at what they do - spending time to research the smallest of details of our brand so that the brand story is creative and abstract but also cohesive and connected. We are beyond confident with our new brand and we cannot thank Mash and his team enough. Bravo! Highly recommended!
Charlie Kinnison, Kinnison Choral Co.
Website Design: Showcasing Musical Excellence
The website design extends the brand identity into a digital experience that makes it easy for choir directors to discover and purchase rehearsal tracks. The clean, organized layout reflects the same attention to detail that Kinnison brings to their audio tracks.
Key features of the website design include:
- Easy navigation for finding tracks by genre, difficulty, or composer
- Sample audio previews that let directors hear the quality before purchasing
- Clear pricing and licensing information for different choir sizes
- Testimonials and case studies that build trust with potential customers
Result: Brand Identity That Sings
The complete brand identity system—from logo to website—has helped Kinnison Choral Co. establish itself as a trusted name in digital choral music education. The comprehensive brand transformation delivers:
Strategic Outcomes
- Choir director appeal: Brand successfully appeals to choir directors across all genres and skill levels
- Quality communication: Visual identity communicates quality and professionalism of tracks
- Personal touch: Brand reflects husband-and-wife partnership and personal approach
- Market differentiation: Stands out in niche but growing digital music education market
- Cohesive brand system: Complete brand identity system from logo to website creates unified experience
Implementation Success
Today, choirs worldwide use Kinnison rehearsal tracks to improve their performances, and the brand identity we created supports their growth as they continue to innovate in the choral music space. The cohesive visual language communicates quality and professionalism while maintaining the personal, approachable feel that reflects Charlie and Carrie’s partnership, successfully positioning Kinnison Choral Co. as partners in musical excellence.
