Universal Music

Brand definition, photography and marketing for Composed, the classical music streaming app from Classic FM, Decca Classics and Deutsche Grammophon.


Music & Entertainment

Brand strategy
Campaign strategy
Creative direction

Brand distillation

Composed is a classical music streaming app developed by ideas and innovation agency, Made by Many, in partnership with Classic FM and Universal Music heavyweights Decca Classics and Deutsche Grammophon.

In preparation for their nationwide launch, we were approached to distil and define the brand proposition, vision, values, audience segmentation and customer journey. The strategic framework documented both the story and the style of the brand, for use by internal staff and external agencies across PR, social media and radio advertising.


Capturing composure

Following the development of the strategic brand document, we worked with Composed to plan and art direct a three-day shoot on location to showcase the brand lifestyle and product features.

Partnering with Haarala Hamilton photography and the product development team at Made by Many, we developed and executed twelve scenarios over three locations to show the quality, discovery and accessibility of the product. Detailed shot lists, wardrobe direction and prop management was also included in the creative remit.



Brand impact

Our work informed a clear and consistent launch across PR, social media, online and radio advertising. The brand benefit statement became the product's strapline, broadcast to Classic FM's 5.6 million listeners as part of daily airtime sponsorship.



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