Building a brand for the Berlin music tech start-up

– powered by their punk perspectives. 

In collaboration with Mustard Brand Studio.

The opportunity: A collision of innovators across the spheres of music, film and tech, Aether came to the Mustard team with an almost-ready MVP and an incredible amount of passion and potential, but a lack of precision on their positioning, proposition, and strategy for conjuring engagement.

Our impact: Harnessing the misfit energy of artists everywhere to drive a new order of music tech.

Beginning with a deep listening and research phase, we allowed everyone a voice – and then started disciplining the concept. Crafting a proposition and messaging hierarchy based on tangible commercial value and powered by relevant, genuine beliefs.

Identifying a compassionate but rebellious artist attitude across the client’s teams and audiences, we anchored the brand in this perspective and activated it through brand strategy, company and product naming, copywriting, visual identity and a strategy to seize the market.