Twenty years without a rebrand. We ran it like an operation, from the brief to the launch.
An independent music publishing and sync licensing company whose brand still reflected where it started, rather than what it had become.
What we delivered
external partners selected and managed
logo: a rhino named Rodney
A brand with staying power and respect, in an industry where things come and go.
Twenty years in, the company's catalog and client list had grown far past its identity. The brand needed to speak to artists, creators, and sync buyers (music supervisors, agencies, and brands) all at once, and communicate who they are at a glance.
Rebrands don't fail on taste. They fail on precision.
Every rebrand collects opinions from the founder, the team, the agency, and everyone who loved the old brand. Without a shared standard, every choice turns into a debate about taste. So we set the north star first: who the brand had to serve, and what it could never lose.
From then on, every decision came back to one question: does this serve the brand? The clutter cleared, decisions got easier, and nobody had to win an argument about what they liked.
A rebrand, run like an operation.
The brief
What the brand had to do for every audience, written before anyone talked about logos.
Partner selection
A brand agency, a website developer, and a writer.
One voice for feedback
Every round of stakeholder input, across logo, type, color, imagery, video, and web, synthesized into a single clear direction.
New brand. Same soul.
- A brand that speaks to artists, creators, and buyers without choosing between them.
- The DNA longtime clients loved, carried into the new identity.
- Feedback rounds that ended in decisions, not more rounds.
- Launched on time, on budget, and just in time for a big PR push.
Working on a problem like this?
Book a call