This was fun as I’m passionate about linking music and brands and admit to holding a stake in this great new initiative. We needed a web site that clearly described what B4B is all about, without being too ‘educative’. So I focussed on the core benefit of music in branding… its ability to connect by generating emotion, which in turn leads to action.

The brief from my client, Life Education Australia, was to first name a group of important donors and then provide regular communications to them to help maintain their patronage. I settled on the name ‘Life Changers’ as it first linked to the client name for easy recall and then described the value of each person’s support. They really can take credit for helping to change young lives for the better. The first copy I wrote was an introduction from the CEO, emphasising the importance of their ongoing support. Regular comms. via e-Mail and e-Newsletters followed, with my job in this instance being to polish draft content (headlines and bodycopy) supplied by the client.

Eastern Lounge is a cool little venue on Sydney’s lower North Shore. Once a month, a typical RSL-style club in the sleepy suburb of Roseville is turned into a great room that attracts up to 200 music-starved local punters to see some of the best bands and artists in Australia. The web site had to reflect that sense of ‘cool’ and quality to attract the musicians themselves as well as to inform music fans of upcoming shows. Most importantly, it had to provide information and help generate bookings.