Original brief: unique and fresh brand image
Sojan is an electronic musician who gave us free will to develop his brand. The artist initially wanted the look and feel of his alias to be inspired by that of the japanese anime/gaming culture.
Based on initial market research we realised this inspiration might have been a tad overused in the music industry, and we wanted to convert it to make it a bit more personal to the artist.
We wanted to bring more happy summer colours to give a fresher, lighthearted tone to the artist's music in contrast with the usual connotations of the electronic music scene.
With simplified elements and old school gaming features being what stood out to us..
We chose something everyone knows no matter what their age: a universal reference to where it all began, and how it made you feel. Inspiration piece- Packman/old game styles
Brand ID & CI
A musican that gave us free-will
Brand associations & loyalty:
Emotional connotation - nostalgia and good times/ good memories
Using these positive associations along with the combination of fresh summer colours further strengthens the brand’s image, to not be what we typically expect within the electronic music scene.
Blue tones: navy blue-,power and trust
Red tones: energy/ passion
Yellow: energy/creativity happiness
Orange: confidence and courage