PrimephonicBranding the streaming service redefining classical music for the digital age
For life on an epic scale
Primephonic is a Dutch-American start-up founded by a team of classical music lovers with the ambition to create a better future for the genre, by finally developing a streaming service that gets classical right. Through downloads, streaming and live experiences, the platform aims to challenge preconceptions that classical is elitist and the preserve of the educated by offering barrier-breaking services and experiences. We worked with them to define a new brand story and reignite a global passion for the genre.
Sectors: Technology, Music, Entertainment
Services: Research and analysis, Stakeholder engagement, Brand story development, Visual identity development, Guidelines and artwork, Brand implementation
2021
Sold to Apple
+117%
Increase in web traffic
+46%
Increase in subscribers
“Lantern just get it. Their creativity and vision elevated our company goals with ease and focus. They were instrumental in expanding our brand, strengthening our identity and core and bringing clarity to our messaging.”
Sharri Morris, Head of Marketing
Amplify your life
Through a comprehensive strategic process, we developed a new strapline to emotionally capture the brand's core purpose. ‘For life on an epic scale’ celebrates the transformative power of classical music, the journey it can take you on and the sense of awe it can bring to the more mundane moments in life. Linguistically, it is a playful nod to the genre itself.
The strapline anchors the visual and verbal identity, inspiring an emotionally charged tone of voice and brand manifesto – capturing how twelve simple notes can be arranged with a spellbinding ability to immerse and inspire, to divide and disrupt. An astounding capacity to transport the listener through the solar system in seven movements, through a gallery space in ten pieces or through the majesty of the four seasons in just 43 minutes.
Looking good, sounding great
Alongside defining the brand's audience, vision, values and positioning, we evolved the tech firm's look and feel, creating a refreshed identity, including a new icon and a comprehensive suite of creative messages to define the brand's attitude.
The icon was designed to reflect the five horizontal lines of a music stave, acting as a foundation for all classical music pieces. Two staves have been abstracted, interlocking to form a play icon, helping to reflect the sense of amplification and epic scale that customers feel when interacting with the Primephonic brand.
A brand on an epic scale
A curated library of brand imagery leaves space for imagination and escapism. We deliberately stayed away from orchestras, instruments and conductors, choosing instead to focus on specific moments that told a personal story.
To activate the new brand strategy and identity, we worked with the internal team at Primephonic to deliver successful launch events in the UK and US, while a new brand guidelines serves to protect the new identity system.
