BERKLEE GLOBAL
The Project:
Brand style guidelines, logo design, and marketing workshops & training for Berklee College of Music’s Berklee Global division, which leads the institution's international programs with partners across 19 countries.
The Timeline:
March—June 2025
The Outcome:
Berklee Global received an updated brand kit with graphics, templates, verbal and visual usage guidelines, and custom-tailored trainings.
In celebration of their 40th anniversary of Berklee at Umbria Jazz Clinics, the division also received a custom logo for the program, as well as a new logo for the 2025 Berklee Global Summit. The team also participated in marketing workshops led by Almanak Creative, covering Fundamentals of Design, Social Media Management, and Marketing Strategy.
“ I would highly recommend them to anyone needing branding and marketing support, graphic design services, and team trainings.”
“The Almanak Creative team have been a pleasure to work with. They've helped us find out individual brand voice and identity as part of a larger brand, and worked to develop unique creative assets and templates that still relate to the overall institution-wide brand.
Adam and Alex are great to work with. They've been responsive, collaborative, and when needed, have been flexible with our timelines. The trainings they offered our team as part of our package have been extremely helpful. I would highly recommend them to anyone needing branding and marketing support, graphic design services, and team trainings.”
— Dan Fryburg
Manager, Berklee Global
Brand
Development
Berklee Global is a division part of the larger Berklee College of Music brand. As such, they needed a custom identity that set them apart from the rest of the institution while still staying true to the overall brand. We developed verbal and visual style guidelines with custom graphics, assets, patterns, and templates that the Berklee Global team could continue to iterate upon for years to come.
Another important consideration was to evaluate the team’s capacity. With a small team and rotating student workers, the guidelines needed to be clear, easy-to-follow, and digestible even for those without any design experience. This included elements like a one-page social media guidelines document that provides clear instructions at a glance.
Logo Design
Berklee celebrated the 40th year of Berklee at Umbria Jazz Clinics, a two-week program that has brought together over 7,000 students from around the world to Perugia, Italy.
To celebrate the anniversary, Berklee Global wanted a logo that could be used across the program, merging the logos and key brand identities of both Berklee College of Music and Umbria Jazz. The result fused Umbria Jazz’s icon with Berklee’s distinct typography and color palette.
Berklee Global also needed a refreshed logo for the 2025 Global Summit, which brings together the institution’s international partners across three days to discuss a shared future vision for the college.
The resulting logo maintain Berklee’s iconic red color with the five lines of a musical staff circling and embracing the globe—a reflection of how Berklee uses music to bring the world together.
Workshops & Training
Brand assets are only as effective as those who use them, so we wanted to ensure that the Berklee Global team had the tools and training required to optimize their new materials. We led three different workshops for the team:
Fundamentals of Design — designed for beginners and especially tailored for those in arts administration, this session covers the core principles of design, accessibility in design, and practical tools for easy implementation.
Social Media Management — this workshop examines the various social media platforms and tools at our disposal, analyzing how Berklee Global’s audiences interact with each platform and what tactics could be implemented to optimize its engagement.
Marketing Strategy — looking more broadly at Berklee Global’s digital presence, this session covers Audience Development, Strategic Positioning & Messaging, and Promotional Tactics.
