Brighter Sound, Brand Identity
The Situation
Brighter Sound is one of our chosen passion projects. For more than two decades, Brighter Sound has been supporting young musicians, emerging artists, and industry professionals in discovering and elevating their potential.
However, they sensed that their identity was holding them back. The brand had little depth, had become fragmented and appeared outdated. After review it became clear a stronger identity could propel Brighter Sound to national significance and would help deepen connections at all levels of the music industry.
Our task was to codify the Brighter Sound brand to unlock future growth.
"We are already seeing the value of your inspiring work. It focussed our thinking and expanded our horizons. It was vital in helping us become an NPO and has helped with our fundraising across the board.”
Debra King, Director, Brighter Sound
The Change
We immersed ourselves in the world of Brighter Sound, attending gigs, workshops and event. We brought leading industry professionals from the likes of Sony Music together with emerging artists and Brighter Sound employees in open creativity sessions.
The work uncovered that Brighter Sound is unique in helping individuals, groups and organisations find their sound and create the necessary rhythm to build their musical career.
‘Find your rhythm’ formed the core of the new Brighter Sound narrative. The visual identity system brought this to life through a dynamic, expressive animated logo mark. The visual identity becomes more energetic with each layer, with the palette, photography, textures and signifiers creating a flexible yet distinctive visual identity packed with meaning.
The brand was unveiled at a series of live gigs, through Brighter Sound’s new website, at industry events, through social and via campaigns.
The Growth:
The brand strategy and narrative was immediately put to work. It helped shape and win the bid for Brighter Sound to become a National Portfolio Organisation (NPO).
Achieving NPO status was a pivotal moment, providing significant core annual funding to deliver an increasingly ambitious and inspiring programme of work for young creatives, independent artists and up-and-coming music professionals.
“We transformed quickly and have grown in many ways since. Not just financially and in terms of our marketing metrics. But we’re now more aligned, we can express who we are with real confidence, and our people have really bought into our brand and vision”.
Rebecca Horn, Head of Marketing and Communications, Brighter Sound.
The new identity continues to build relevance and deeper connections between Brighter Sound and its audiences.
