GIVING AN AWARD WINNING, BEST SELLING ARTIST A SLICE OF LONDON CULTURE
A design and branding project to help G.E.M appeal more to the Western market.
Artist Logo Design
The approach was to evolve the previous G.E.M brand by bringing a linear design to get away from the soft child like previous image. This is evident in the logo and the website appearance. The colour scheme mixes the bright against the dark to give it the contrast of edgy youth, and make the strong imagery pop.
Responsive Website Design
Hummingbird Records wanted the ability to add content daily as G.E.M has a strong social media following. They also wanted to increase the appeal of G.E.M to the Western market. Due to the target demographic being 13-30 worldwide, an optimised and responsive mobile and tablet website experience was essential.
We wanted to elevate G.E.M's image from a teen pop idol to a more mature style. The brief from Hummingbird Records was to add the 'London' look to appeal to the western market they were looking to break into. They were drawn to our signature style from the start and wanted it for their new artwork.
"It was a pleasure to work with such a bold, forward thinking London agency. We are delighted with the new G.E.M branding and website."
- Stefanie Law, Marketing Manager,
Hummingbird Records, Hong Kong