The MyPlay Platform & Re-Brand
To soft launch our then 6-year-old proprietary e-commerce platform publically, advertising all of the e-commerce properties that we hosted. This would be used as a marketing tool to gain more clients. Eventually it was meant to be a destination for music lovers, creating a marketplace for direct to consumer bundles.
We started with branding the product MyPlay, originally called M2.
Process & Methods
We looked at the blended analytics of the stores currently on our platform to get a deep understanding of the average customer across multiple genres. We developed several personas of users and found multiple commonalities between them. We then pulled key concepts and simplified them to words in order to drive the visuals.
We worked with marketing, product and sales to make sure we were setting the brand up appropriately.
Designing The Brand:
This was truly a group effort! I put 3 designers on it to start. We got in a room and put the strongest ones up. We then brought in selected team members in other verticals to identify which logos felt closest to the defined brand words. We then iterated on those logos, swapping out 1 designer and moving in another. We then repeated the process with team members, honing in on the brand by blending ideas from multiple designers. Once we did this 4 times, we had logo that was picked and the brand guidelines were finalized.
The company felt like it was their logo. Bringing in team members from other disciplines excited them and the participation gave them a sense of ownership and pride in the process.
Design: Levi Bahn, Eddie Velez, AJ Annuziata, Julia Murphy, Priscilla Giler