CAVMS -  Evolving a Brand

CAVMS - Evolving a Brand

Brand Identity / Marketing Materials / Print / Website


When it comes to brand identity, it’s crucial to strike the right chord with your audience. That’s just what Icon did for CAVMS (Cardiff and Vale Music Services), an eductation client since 2010.

CAVMS is a bit of a trailblazer. The first independent music teaching service in Wales, it gives children and young people the chance to play a musical instrument of their choice. It’s all thanks to an energetic team of teachers who visit schools weekly. CAVMS wanted their branding to mirror that.

Icon established a lively identity that carried across all their marketing materials including a responsive website – and got them singing from the same hymn sheet.


Digital Innovation Award

Schools & Education Awards 2019/20 


No of young people learning an instrument with CAVMS tutors



digital registration form resulting in a more efficient, enrolment system. Simple

As the client base has expanded and the demand for online registration has grown, Icon's design team have incorporated an increasingly higher level of data rich content including video shorts. CAVMS also wanted to improve the steps to signing up for music tuition online so the team devised a bilingual registration option,  waving goodbye to paper and pen applications (cue a load cheer from school secretaries across South Wales!).

In just a few months, the switch to digital has seen a marked increase in both individual (parent) and school sign ups to the services of CAVMS. 

Having won 'The Digital Innovation' award in January 2020 at the South Wales Argus Schools & Education Awards hosted at The Celtic Manor, Icon and CAVMS are delighted that the commitment to expanding online content for the benefit of learners, teachers and parents is reaping dividends.

“Icon have done a great job helping us to define and develop our brand over the years creating responsive marketing material that communicates the services CAVMS provide.

By taking the time to know us, our sector and the challenges we face, their approach is insightful, targeted and most importantly, effective. Thank you!”

John Murray
Director, CAVMS