HELPING A CHINESE SINGER SUPERSTAR APPEAL TO LONDON
Re-branding G.E.M to appeal to the Western market.
Artist Logo Design
The approach was to evolve the previous G.E.M brand by using a more linear and angular design, moving away from the previous soft, child-like image. This is evident in the new logo and the website appearance. The colour scheme contrasts bright against dark, giving a more edgy, youth feel and makes the strong imagery stand out more.
We wanted to elevate G.E.M's image from a teen pop idol to a more mature style. The brief 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.
Last year G.E.M was the only Asian artist featured in Forbes' 30 Under 30: Music shortlist.
"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