Hum: Branding The Future Of Music Gaming
OUR GOAL —In 2020, HUM had yet to find its voice (and its name). Over the course of two months, we established a core identity and target audience for the app’s fundraising rounds—plus all of the branding to match.
KEY SERVICES —Through audits, visioning sessions, design sprints, mind-maps, strategic messaging workshops & ecosystem-sourced creative direction, the group work team delivered a pre-launch beta brand identity for HUM.
✹ Brand Strategy & Product Marketing
✹ Strategic Communications Development
✹ Social Media & Email Template Design
✹ Logo Design
✹ Naming
✹ Custom Graphic Elements
✹ Foundational Brand Design & Creative Direction
THE RESULTS —
① Product Marketing & Naming For Music Fans (And Gamers) of All Kinds
From the minds of Billboard execs and music industry powerhouses, HUM gamifies music listening and fan culture. Using realtime streaming data Spotify, Apple and other music-listening platforms, fans can use HUM to create their own battles of the bands, support their favorite artists and share the music they love with their friends.
We found the words for HUM’s beta features, narrowed in on a target market, as well as devised a name that looks as good as it sounds for the company’s first few rounds of fundraising and initial tests with 1,000s of users.
② Logo Development & Creative Direction—For Web to Socials to App UI & UX
Inspired by soundwaves and the buzz of fans, HUM needed a visual identity that could move.
We crafted a logo and brand system complete with custom design elements, color-changing palettes, bold fonts and dynamic graphics.
③ Full-Service Brand Storytelling For A Gameplay Universe
When it comes to building a game, you’re building a world. For HUM’s beta-tests, the app needed to reflect a universe substantial enough to attract and retain users.
