Global independent music company ATC Management reacted to the COVID-19 lockdowns quickly. Within weeks, they were operational with gigs in iconic venues for Laura Marling, Lianne Le Havas, Nick Cave and many more. What they didn’t have was a brand, so they came to O Street.
First, we had to crack the name. Our task was to reflect their business focus without overtly using the word ‘stream’ or sounding like just another startup. Following an extensive naming exercise we settled on the name Driift. It’s a reference to ‘stream’ but is ambiguous enough to adapt and change with the brand.
The Driift name and logo features two i’s to give a visual representation of the name drifting, and also references a pair of eyes or people. We illustrated how the logo could be applied dynamically with the dots drifting away from the logo and becoming a frame for photography.
Once a name was agreed, our creative team went on a design blitz to create brand concepts in two days. After the Driift team approved the creative direction, we collated imagery, typography, colour and other brand elements in a flexible format that the company can use for their own presentations.
We created a clean and engaging webpage to introduce Driift to the world. With a supplied brand toolkit, website and presentation template, Driift is already bringing artists and audiences together during a global pandemic.
“We had to develop this business model so quickly to respond to the unfolding COVID-19 lockdown that we required a branding agency that could work to the highest quality at breakneck speed. O Street delivered on every level in an effortless manner that exceeded our expectations”
— Ric Salmon, Co-founder of Driift
Hard times can often be the inspiration for some great ideas. Think punk rock in the recession-riddled ‘80s UK; or the invention of the chocolate chip cookie during the US’s Great Depression. We fully believe Driift has created something great during the latest global lockdown and are excited about this new leap of evolution in the music industry.