TIDAL

2021

TIDAL asked us to create a compelling brand awareness and consideration campaign to (re)introduce the brand to music lovers everywhere. Suffice to say, it was music to our ears. The result was a bold, dynamic look and feel that simultaneously champions the artists behind the music and the fans that love it.

Cementing the Rep

TIDAL has fostered an artist-first philosophy tailored to create the very best experience for its fanbase.

High-fidelity audio, hi-def video, and carefully curated playlists create a bespoke environment for the user while showcasing talent with the utmost verisimilitude. We were tasked with reinforcing these elements of the brand in the campaign.

A New Wave

Simultaneously, we worked on shifting perceptions of the brand as exclusive to a platform for the budding musician — a place designed for fans to explore and discover.

We tackled the complex topic of distributing funds to artists and distilled it into digestible, simplified messages that could be told through social and digital placements for artists and fans alike.

Finding the Groove

We worked closely with TIDAL’s design team to create over 800 assets that worked within a variety of languages and 18 global markets to deliver a refreshed look and feel across a range of media platforms. Comprehensive toolkits and guidelines empowered TIDAL’s team to create their own assets moving forward.

Teaming up with Part and Sum, we put together a communications and media planning strategy that incorporated strategic immersion and discovery around the brand voice and communications frameworks.