Data Oruwari | EPITOME
15888
page-template-default,page,page-id-15888,ajax_fade,page_not_loaded,,side_area_uncovered_from_content,qode-theme-ver-9.4.2,wpb-js-composer js-comp-ver-4.12,vc_responsive

EPITOME

– Brand Strategy –

SITUATION

native dsd logo

WHEN SOUND IS GOLDEN

Native DSD Music stumbled on a gold mine and approached us because they needed help with what to do with all that gold. They found a way to capture the highest resolution form of sound and a way to make it readily accessible to the public. The quality of the file format (DSD) is so high, that it feels like you’re in the studio where the song was recorded. Insane isn’t it? 

OPPORTUNITY

WHAT TO DO WITH ALL THAT GOLD?

We looked in to trends around purchasing behavior for music content. The success of subscription models like Spotify, Pandora and even Netflix, led us to believe that there was a shift in demand from downloads to streaming. A quick competitive analysis pointed us to a white space where they could be best positioned within the category. Which is ‘The first company to offer a DSD streaming service’.

native dsd competitive analysis.001

 

TARGET

audiophile listening room
This not a recording studio. This is an Audiophile’s listening room.

Who would be interested in streaming music in DSD format? Why will they care? How can we appeal to them? Can they afford it? These were questions that drove our research and pointed us to an interesting subculture driven by a love for purity of sound.

 

AUDIOPHILES!

Music isn’t just something they listen to. Music is something they experience. This experience is shaped by the subtle nuances within sound. They crave to hear fingers, as they strum on the guitar, or how crisp the notes on the violin are delivered. Audiophiles obsess so much about pure sound that they are willing to spend whatever it takes to purchase the right equipment and software to get sound in its purest form. They prefer classical music

STRATEGY

BECOME THE CURATOR OF SOUND

When you want something in its purest form… you go to its source. We want them to see native DSD as a source for pure sound.

CREATIVE EXECUTION

To uphold the strategy, we had to first re-brand Native DSD by giving it a new name and logo to reflect its new purpose. We decided on the name ‘Epitome’  which means ‘the highest example of a stated quality’. We also redesigned their website to serve the purpose of becoming a streaming service.

BRAND ESSENCE VIDEO

TAKEAWAY

 – It’s great to have other skills outside an assigned role. Even though I was responsible for strategy, my background in animation with direction from the Art director, was what gave birth to the brand essence video.

– Reddit, message boards and Facebook groups are great places to find and understand subcultures when you don’t have access to them in person. I also learnt the hard way that you could get kicked out for posting a survey after being invited to a group. You have to gain their trust first.

TEAM

CS – Data Oruwari

CBM – Jake Hargadon

CW – Richard Beahm

AD – Sarah Ross

CT – Emily Reese