Brand for a Music Manager
We worked with Good Folk, a Nashville-based music management company, to create a memorable brand identity, a comprehensive brand book, and a thoughtful launch strategy that boldly announced their new business to music city.
29 Days
Site Launch
12 Weeks
To Profitability
45
Launch Hats
The role of the music manager is changing. Getting paid for the music you make is far more complicated in this age of streaming, syncing, and sharing. One Nashville founder wanted a better way to reliably pay artists and songwriters through smarter systems — and needed a name, a brand, and a design that would convey that vision of transparency and technology from day one.
Our on-site branding workshop laid the framework for the story and helped us better articulate the vision. We worked toward a brand name that was easy to type, fun to say, and true to the brand's attributes — reliable, innovative, collaborative, tenacious, and good-natured — landing on Good Folk Music Management.
From there, our micro logos took on a character all their own — the peace-sign smiley became our favorite expression for brand merchandise, signage, and beyond.
We developed a temporary landing page the day Good Folk launched, then quickly replaced it with a more dynamic, scalable site that layers in brand details and context at every turn. The social feed design was engineered to reflect the brand's attributes while spotlighting the wins of each client on the roster.
From ideation to custom site launch took just 29 days — and 45 embroidered hats helped carry the brand into the room every time.
In less than 30 days, we didn't just stand up an entirely new company — we built a complementary, contemporary brand made to make waves in the music business: a full identity system, a working website, and a business that reached profitability within 12 weeks.