Case Study: Brand Strategy for Artist Rebrand
Executive Summary
Fred & Augustus led a full-scale rebrand for an artist preparing to enter a new phase of their career, aligning visual identity, messaging, and fan experience ahead of an upcoming album cycle. The goal was to create a brand that felt authentic, future-facing, and flexible enough to support long-term storytelling across digital channels, e-commerce, and DSPs.
Our Role
We guided the rebrand from discovery through creative execution, collaborating closely with the artist, management, and external creative partners to ensure consistency across every touchpoint. Our responsibilities included:
- Discovery & Research: Conducted a comprehensive artist interview to define creative goals and vision. We supplemented this with competitive research across peer artist socials, websites, DSP presence, and e-commerce strategy to better understand market positioning and audience expectations.
- Audience Definition: Mapped out target listener personas and behavioral insights to guide tone, content formats, and rollout planning.
- Messaging Development: Crafted a messaging foundation that included brand promise, mission statement, tone and voice, and a selection of 10-word bios. These formed the basis for all future communications and artist-facing platforms.
- Creative Direction Support: Partnered with the visual team to develop updated creative assets including a new color palette, email templates, and a refreshed website experience.
- Integration into Album Cycle: Ensured the rebrand wasn’t siloed. We worked with the artist team to weave the new identity into the upcoming release strategy—helping to shape content direction, rollout tone, and fan messaging across channels.
Execution & Delivery
The process began with deep listening. Through guided artist interviews and collaborative discovery sessions, we clarified what the new brand needed to express—balancing emotional intention with practical functionality.
From there, we delivered a detailed brand strategy deck that walked through insights, competitive observations, audience definition, and creative recommendations. This document served as a north star for internal and external teams, creating alignment across visuals, language, and rollout rhythm.
Once the strategy was approved, we worked closely with creative partners to bring it to life—ensuring that design, copy, and platform experience all reflected the same unified identity. At every step, we kept the artist’s goals, growth trajectory, and audience connection at the core of the process.
Audience Demographic
- Location: US, Canada, UK, Germany, Australia, New Zealand
- Age: 35-44, 45-54
- Gender: (M/F) 62%, 38%
Results
The result was a brand that felt personal yet professional, distinctive yet adaptable. It gave the artist a confident new platform to tell their story and helped the team build toward their next chapter with a clear, compelling identity in place.
By grounding the rebrand in research and tying it directly into the album cycle, we ensured that the work had both emotional and strategic impact—serving the moment and the long game.