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Creating a classic brand identity and digital presence for the most famous show in country music

  • Background

    Nashville’s iconic Grand Ole Opry, home to the greatest acts in country music and the longest-running radio show in U.S. history, reached out to LOCUS to update their aging image. Our strategic goal was to win a new generation of country music lovers while keeping existing fans proud and excited about their most cherished show.

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  • Our Journey

    We mined the rich, 90-year legacy of the Opry and found fresh new ways to tell their story through branding, marketing, and retail initiatives that balanced modern aesthetics with country tradition. The result was a complete visual and marketing overhaul that enables people from all generations to view and share a timeless Opry experience.

A New Visual Identity

We crafted a contemporary visual identity to pay homage to the storied histories of the Opry and Nashville – respecting roots while pushing the country aesthetic forward to engage global audiences. For the mark, we found inspiration in the Opry stage itself: the revered circle that introduced the world to timeless country stars, from Hank Williams to Taylor Swift.

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  • A Hook to Remember

    Three words say it all: “Only the Opry.” The elegance and intentionally open-ended structure of this hook allows the Opry to boldly claim what no other can, with dynamic sub-messaging that can change as often as their marquis.

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A Content-Focused Platform

By mining Opry’s treasure trove of video and photographic archives and featuring immersive clips of video, sound, and story, we created a brand new content platform to amplify the emotion of an Opry experience for years to come. 

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  • Designing Sub-brands for Retail

    In concert with the visual refresh, we also helped Opry reshape its retail strategy – transforming what were once souvenir stands into world-class fashion-retail boutiques. It was a Herculean effort centered around the creation of six fashion collections: different flavors to appeal to the country music star in each of us. We brought these collections to life, creating visual identities for Opry’s growing retail operations both online and in brick-and-mortar contexts.

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“LOCUS inspired us. They got us thinking in a completely different way, about where we’re going, not where we’ve been. And that thinking allowed us to change our perceptions about the Opry and what it can be. LOCUS gave us the courage to break conventions, creating a vision we were all excited to turn into reality!”

— Laura Pearse, Grand Ole Opry


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