BMI is an international performing rights organization (PRO) serving songwriters and music publishers since 1939. BMI entrusted Delevante to lead an ambitious rebranding initiative as the institution sought to distinguish itself within a constantly evolving and complex competitive landscape.
After a comprehensive discovery process, during which our team listened to executives, staff, writers, and publishers across the country, Delevante developed a new, strategic brand positioning. We challenged BMI to employ a more confident voice, to better demonstrate its legacy of inclusivity and passion for music, and to voice authority as the global leader in a changing, technology-driven marketplace.
It was a bold direction that led to BMI’s longest running ad campaign ever: Write On. Leveraging the beauty and power of simplicity, the Write On campaign celebrates individual creators—newcomers and well-established writers alike—from a diverse range of genres, often in specially licensed images by renowned photographer Danny Clinch.
WRITE ON. This is the summation of BMI’s service to songwriters worldwide and the rally cry at the heart of a global brand campaign launched in 2013.
