Our client came to us with a brand new global business idea: a worldwide exclusive club for everyone who lives the music in their hearts, appreciates live music, wants to discover new bands and wants to keep adding more live experiences to their lives. The brand will be present in many cities across the world and will act as a curator for independent music. The payment of a small yearly fee will allow club members to have access to free concerts, secret concerts in secret locations and discounts at the main concerts.
We were asked to create the brand strategy and identity: strategy; narrative (brand voice, tone, tagline and copywrite), visual identity system and design all the brand activation touchpoints.
Serving as a curator of good independent music and live gigs, we wanted the brand to reach everyone on a personal level. But how? Everybody is different and music is never the same. Where does jazz starts and soul ends? It’s blurry and confusing! Nobody can say for sure what the influences that go through the artists’ body of work are. So the world started piling up words, trying to describe it. Post-electro-punk-rock. Latin-Dance-Pop. Afro-Reggae-Blues. We keep stacking, but it’s never enough. So new words arrived: Witch House is a music genre, and so is Intelligent Dance Pop.
The thing is, we are complex beings, hard to categorize and to understand.
We live in the age of the mashup and remix. The age of finding ourselves.
And music is always trying to find itself. Each generation, each artist, brings a whole new layer to it. Whether they bring whole new references, or salvage old goodies, it’s a hoarding process.
And it should be like that. It should reinvent itself, like every single one of us does. We start as a clean slate, but we are slowly being imprinted with new layers of memories and acquaintances. It’s never-ending. Sometimes it’s not tidy, and hopefully it’s never minimal.
We wrote the brand voice and defined it’s tone: talking the truth, speaking clearly what goes on the brands mind – no crap, just like a friend would. The brand universe we created – based on basic geometric shapes that translate the diversity of experiences that the brand offers – shows the richness of music as well as the complex journey of the human existence: always adding up new experiences, emotions and feelings, and therefore, new shapes.
This grid-based evolving system that starts minimal and keeps adding new layers, allows the brand to be easily and constantly creating new content while never losing its coherence across the different applications: from social media posts, to website, merchandising and printed material.
The brand has been launched in Porto and Lisbon and it already has the sponsorship of major Portuguese brands. The brand is scaling up to London, Berlin, Barcelona and Madrid this next year and Seoul by 2021.