Levi’s® Music Project
BACKGROUND
Levi’s® has long been at the center of music culture. With music education being cut from schools around the world, Levi’s asked how it could give back to music.
As a solution Imprint Projects developed The Levi’s Music Project, connecting Levi’s to top musicians to provide talent and resources to youth music programs.
Each music project starts by serving a community first, but is celebrated well beyond. It generates content that is promoted by artists to their fans on social, and press that highlights the partnership. The program is replicated globally with toolkits we provide to regional teams so they can activate locally.
SUMMARY
In 2019, my team gave the 4-year-old program a design revamp. A collage-style system was designed for maximum flexibility, so markets can easily swap in imagery and headlines of locally-relevant partners and events.
