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The founders of one of the UK’s most successful ‘rock school’ universities, BIMM, took the bold step to open a similar project in America’s most regenerative city, Detroit, in 2014, and continuing our 15 year relationship with the directors we undertook the branding of both DIME (Detroit Institute of Music Education) and their worldwide online eductional facility DIME ONLINE. This involved a period of research and a presentation of logo and marketing campaign proposals that resulted in a site visit to the building development in Downtown Detroit and a photoshoot of a number of the first ever cohort of DIME students by our creative director Rob O’Connor, which were then crafted into iconic posters by Mark Higenbottam.

The logo itself combines the industrial impact of the USA’s motor city with the creative vibrancy of the young musicians populating the new campus and the immediacy of online tuition.

DIME represents a unique new direction in further education and we are delighted to be a part of it.