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GUVERA

Branding a global music challenger.

Clients often want to understand the difference between a logo and a brand. The project undertaken by Coordinate for global music streaming service, GUVERA is a great example of that.

GUVERA, an Australian born music streaming service which operates in over 60 countries, approached Coordinate to package their brand to the market. They already had a killer logo and brand essence, but lacked the brand promise, purpose, language and narrative that gave the service a clear point of difference which could speak directly to the consumer and a trade audience.

Coordinate worked with existing assets (logo, font and colour palette) to create an end to end brand identity which could applied consistently across every consumer interface.

Most importantly, we worked with the GUVERA team to identity and articulate their point of difference and develop them with critical tools to take their brand to market. We developed the language system and positioning ‘Like Never Before’ to frame offering – that being unlimited, free music available anywhere, anytime courtesy of their innovative ad funded model. 

Secondly, the team developed access points for advertisers to connect with GUVERA – advertising revenue is the medium that pays for the music service consumers enjoy listening to at no charge. We developed a framework for GUVERA to speak directly to potential advertisers from creating the language and tone, through to key copy and information (statistics, benefits and data) through to the trade marketing website, video content, media kit and branded presentation document.

Services

Digital, Advertising, Media, Campaign, Strategy

Deliverables

Marketing collateral, Video, Responsive website, Branding, Positioning and copywriting

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