UKNY
STRATEGY | BRANDING | DIGITAL | RETAILTHE BRIEF
UKNY Music have access to the world’s very best musicians and performers from the likes of global goddess Lady Gaga to Brit-pop sensation Robbie Williams. They specialise in creating captivating and one-off memorable performances at unique events. From intimate parties to distinctive corporate events and outstanding festivals, UKNY are a brand that is going places, however, their brand identity was feeling tired and not up for the job.
UKNY Music were aware of their challenge and were in the market for a new image. That’s when they found us. The company has significantly evolved since its birth over a decade ago. The old brand didn’t represent who they were now and where they wanted to go. This new brand had to be current without alienating their client relationships and straddle the fine line between premium and contemporary.
White Bear Studio’s challenge with this piece of work was to communicate choice, diversity of music and position UKNY Music at the forefront of the music scene. We created a bold yet classic and premium logo with a contemporary brand language. This allows UKNY music to be flexible in their tone of voice, therefore it is able to appeal to an exclusive private wedding and a new brand music event with top brands.
Photography is where UKNY really found their voice. By creating a strong image treatment we enabled UKNY music to own their photography. Using bright colour saturated live imagery we appealed to youthful and vibrant brands.
We then contrasted this with impactful, high contrast black and white profile shots to engage a more exclusive audience creating an interesting dichotomy. Previously it had been difficult to acquire bespoke shots with a lot of imagery relying heavily on PR agencies so this was a powerful solution.
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ZAK BIDDU
Founder, UKNY
Result
The refresh is rolling out across all media platforms at every touchpoint currently. We look forward to seeing this classic and contemporary brand mature like a fine wine over the coming years.