TMA Takes on Songbird Artistry

In September 2025, Songbird Artistry began a partnership with the Tartan Marketing Association at Carnegie Mellon University to transform their company and brand identity. The Tartan Marketing Association (TMA), previously known as the American

Marketing Association (AMA), is a marketing and consulting club where students are able to work with real businesses within the Pittsburgh area who have hired them for their services. This Fa

ll, TMA took on Songbird Artistry as a client who expressed interest in driving their digital identity and marketing strategy to increase community awareness, sales, and improve the customer experience online and in-store. Working directly with Songbird’s Debbie Jacknin, eleven undergraduate students led by Consulting Manager Marianne Cheng split into two teams to best suit the company’s needs: website and social media.

TMA’s overall strategy was to redesign the current website layout and implement it to be functional online, as well as create a singular brand image to connect posts and product advertisements on social media platforms like Instagram. TMA helped Songbird Artistry raise brand awareness and long-term engagement by optimizing their online presence while creating strategic social media content. After a thorough SWOT analysis, they found numerous opportunities to streamline navigation, improve product filtering, optimize SEO, and update newsletters and promotions.

Website Mid-fi Wireframes

For the website team, their process started by building lo-fi wireframes that established an early website layout and structure. After client review and approval, they moved onto building mid-fi wireframes with color while still prioritizing site structure before finally moving onto implementation.

Shop Page Redesign: Consolidated collections and removed unnecessary text to highlight clear product groupings and make shopping more accessible

For the social media team, they identified Songbird’s social media strategy and created posting templates for holidays, events, and everyday small-business content. They set out to define its typography and color palette all while ensuring choices aligned with Songbird’s existing brand personality. As for key profile elements, they refined the tone and keywords of the Instagram bio to match the brand voice and strengthened a clear call-to-action. A new Linktree layout and hand drawn logo design was also implemented.

Old Logo

TMA Logo Redesign

Working with Songbird Artistry proved to be an incredibly meaningful learning experience for our TMA consultants. As Consultant Vicky Chen reflects, “Working on Songbird Artistry was an experience that taught me a lot about teamwork, coordination, and continual improvement,” noting that implementing Debbie’s feedback strengthened the team’s ability to adapt to client needs. Consultant Lillian Schaefer echoed this growth, sharing that “Being able to work with Songbird has been quite enjoyable with how creative they are. They have been a big help in growing our skills with their constructive feedback.” For others, the project offered a broader perspective: Consultant Shivali Patel described it as “eye-opening and an opportunity for growth,” adding that she “got to know more about Pittsburgh through Songbird.” Together, their reflections highlight just how impactful this partnership has been for developing both professional skills and personal connection to the community.