Green banner hanging between two stone pillars promoting musical instrument collecting, with illustrations of a guitar and a ukulele, and text encouraging young musicians to collect instruments.

Instrumental

Brand Identity
Brand Voice
Collateral

2025

Instrumental helps budding musicians access the instruments, mentorship, and opportunities they need – not just to develop their talent, but to build confidence, community, and a lifelong love of music.

Awake worked with Instrumental to craft a logo that references the notes on a scale to create a sense of context for the new brand. The visual system heavily leverages the iconic and graphic shapes of instruments to give immediate impact and clarity to the communications.

  • An image of the Cultural Center.

    01

  • A colorful outdoor advertising poster with a green background features a stylized illustration of a guitar and a question asking, "Have an instrument collecting dust?" below it, along with the text, "An instrument can change a life," and a website URL, thisisinstrumental.org.

    02

  • Side-by-side images of promotional materials for an organization called This Is Instrumental. The left image shows a blue pamphlet with the words "Instrumental" and "Mental" separated by a vertical line, and the text "Play it forward. Be instrumental." The right image shows a pink vertical banner with the same slogan and a stylized guitar illustration.

    03

  • A framed digital poster on a brick wall advertising musical instruments, with text about collecting dust and a website link.

    04

Colorful repeated pattern featuring the word 'instrumental' in different colors and styles, along with a description of instrumental help for budding musicians and their development.
Hand holding four colorful flyers promoting instrumental music, with messages encouraging playing it forward and collecting instruments, in pink, yellow, green, and blue colors.
Pink advertisement on glass storefront featuring a stylized guitar with a question about dust collection and a tagline about giving new life to young musicians, with the website 'thisisinstrumental.org'
Side-by-side of a smartphone displaying a music-related app and a blue tote bag with pink handles, featuring text about musical instruments and encouraging play for fun.
Side-by-side images of promotional materials for an organization called 'Instrumental'. The left image shows a blue spiral-bound notebook with a trumpet graphic and the text 'Play it forward. Be instrumental.' on a white surface alongside paper clips, a wooden stick, and pills. The right image displays a green sign with the same text and graphic, placed on the sidewalk in an urban setting with buildings reflected in glass behind.