Spinnup Rebrand

In 2018 Spinnup, Universal Music's global SaaS distribution platform for independent artists, underwent a full re-brand. As Spinnup's brand manager and content and communications lead I managed this from the client side, working closely with agency Dragon Rouge to ensure the new brand reflected our core personality while also taking it in a fresh new direction.

It was vital that the new branding and positing clarified the messaging for our target audience while satisfying the requirements of internal stakeholders.

I collaborated with Dragon Rouge from start to finish, from research and analysis through to the final brand positioning, messaging and visual identity. Together we developed a clear set of brand guidelines and tone of voice to act as a guide for our in-market teams to follow, creating one cohesive global brand that resonates with independent artists everywhere.

To launch the rebrand we re-built the website, re-skinned all social channels, pivoted our CRM strategy, produced a suite of new video content, created educational PDF guides for artists and printed a line of new merch - all in English, French, German, Spanish & Japanese. I also managed all translation and localisation, but that’s a whole other story!

One year post re-brand, research showed that the branding and tone of voice was the leading reason for artists choosing to sign up to Spinnup.

I continue to write all UX copy, email and longform content, internal and external communications, as well as manage the visual identity and overall brand positioning.

The project received a Highly Commended for Best Creative Strategy at the 2020 Transform Awards Europe.