Strategy & Approach

Developing the Strategy
We met with producers at All Def Music and learned about their goals of creating a brand that resonates with music fans while also being marketable for business partnerships, sponsors, and advertising placement deals. We worked remotely with All Def’s 9 additional channel platforms to create a cohesive brand while distinguishing individual product offerings.

Defining the Brand
We used color theory to decide  on a brand identity system that would define the unique content offerings of All Def; deep orange symbolizing All Def Music, purple for All Def Gaming, and yellow for All Def Comedy.

Understanding the Users
Using in-depth audience analytics, we determined that a majority of All Def Music’s community was composed of hip-hop lovers that engaged with rap feuds and song lyric discussions on competitor platforms. A competitive audit revealed the popularity of an emerging website Genius which focused on providing meanings to song lyrics based on audience submissions. The competitive audit helped identify a growing content gap for short-format videos that catered to this audience, leading to the development of the series 10 Lyrics (9 videos), and By the Numbers (18 videos).

Positioning
While developing the All Def Music brand, we honed in on what was important to All Def’s audience and the impact digital content has on culture, leading to the tagline:
“Sound of a New Generation”