Working with closely with strategic team and the client, my brief was to create a brand voice with attitude. A voice that captured the creativity and belief in the brand. The tone was set by a manifesto:
"We believe in the kind of music you’d actually want to listen to, the kind that liberates you from the mundane and the ordinary. The kind of music that makes you want to laugh, cry, dance and make love all at the same time – whether it’s a symphonic opus, an indie shoegazer or a pounding beat. You know – that kind of music. Our kind of music."
This tone and attitude is now in use across the business, in communications and online, giving the brand a clear voice in a crowded market.