The Re-Brand of LND

As a musician in this day and age, one must know a thing or two about marketing. Unfortunately, it’s simply not enough to write nice songs and perform them with conviction — you have to know how to get them out into the world and heard by the right pair of ears.

Perhaps more so than the music itself, this is a craft I have worked to hone across my career.

Somewhere along the way, some people began to take notice of my marketing “abilities” and began asking me to help them with their efforts — most commonly, their branding. As a result, I’ve helped a number of musicians build their story and presence, but the most interesting of opportunities was when I was approached by a footwear design agency, to help them with their marketing management. Sure, I’m always up for a challenge!

Though they originally approached me as Lund Nielsen Design, this industrial design consultancy in Portland wanted to re-brand. The team of industrial designers had grown well beyond its initial scope and therefore wanted to re-invent themselves into something more than before.

I had never done anything like this, on a corporate level, so I leaped at the chance.

The creative process that followed was a grueling one, but both educational and fruitful. Of course, rather than write too much more about the rigors, I instead made a little video that dissects the entire process and displays it in a much more digestible manner than my words could ever communicate.

Sorry, this isn’t a post about songwriting … but rather a peek into the somewhat lyrical creative process that led us to two single words. Enjoy.

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