TMEA hero imageTMEA Hero

It starts

with music

Telling the story of music education over the last 100 years in a state as large as Texas is no easy feat. But when music speaks to you, you answer.

the challenge

Championing the value of music education

For over 100 years the Texas Music Educators Association (TMEA) has ensured excellence in music education on behalf of Texas music educators and all Texas schoolchildren and their parents, from kindergarten through college. In early 2020 TMEA kicked off its centennial celebrations, and we were asked to help visually tell the story of why music education is important while engaging stakeholders to champion its value.

the Solution

We began with messaging and developed a tagline for the campaign—“It starts with music.” We then created a series of videos to explore personal stories of students, educators, parents, and business leaders in Texas to share the importance of music education in their lives. These six stories show the challenges children face and how music education is a vital part of helping them overcome these challenges and, ultimately, thrive in the world.


We also refreshed the TMEA visual identity, created a centennial logo, and designed the centennial visual theme that was used at the 2020 TMEA Convention in San Antonio.

TMEA Logo and Centennial Logo