In December 2024 New York based Grammy Award winning Hip Hop violinist Miri Ben-Ari came to us with a dream brief: helping her and her co-founder launch a new music streaming service with a community and mental health twist. Key challenge was to build an identity that was fun and approachable to appeal to a social-first audience of young Gen Z, while being sophisticated and cool so it could attract labels, artists and investors for a public beta launch in early February 2025.

We built the brand around the idea "Music feels better with you". Our toolkit combines an iconic note with a bold colour palette featuring a vibrant electric lime, strong and dynamic typography and a set of eclectic assets including 3D icons, quirky animations and a fresh set of brand images. We consulted on the UX/UI of the app and helped the team launch to an audience of thousands of high-schoolers on February 6. As the team was at seed stage and the budget was limited, Awe Studios built all assets and animations in-house.