Working with clients in the creative sector is a delight. We share the same high standards of creativity. They get it, we get it. However, meeting these standards with multiple stakeholders can be a challenge. Our first hurdle was getting consensus on  a new name.

The name they settled on was ROAM ARTISTS. 

We wanted to capture the playfulness of that name in a logo and type system that… roamed. One that moved.

 

The logo uses letters with variable widths in its static state. Sliding widths in its ‘motion’ variation.

This sliding movement was something we also wanted to bake into the brand’s visual DNA. We created a bespoke online tool to generate a sliding accordion animation for presenting artist photography.

The behaviour was initially prototyped and rigged in Cavalry to explore timing and motion, before  we developed it into a browser-based tool that allows the client to easily recreate and adapt the animation with their own imagery.

ROAM were keen on having a monogram that could be used on smaller brand  applications (like socials) and other subtle applications of the brand (like photography watermarks).

 

 

With multiple possibilities: from a running character to a ‘roving eyeball’. We eventually agreed on a 3D representation of the letter R.  It hints at both the movement of type and the accordion brand motion style.

 

 

We captured the brand essence in a guideline document and helped ROAM with their key applications for launch. These included a presentation deck, stationery and a social media toolkit.

 

 

The key application was their website. As well as being a showcase of their offering, the website needed to become a functional database of their huge artists roster. We worked together with long term collaborators Infinite Eye . Together we developed an online presence that could store a huge amount of artists information that was: easy to search; and also easy for the agents to reconfigure and present to their audience.

The website works with a horizontal navigation device. This echoes the accordion motion we have established as a unique brand element.

The brand launched to global fanfare across the music industry press. From Billboard to Music Week, the Hollywood Reporter to Access All Areas. O Street are proud to have played a small part in launching such a significant brand into an industry we cherish so dearly.

“With O Street’s insight, patience and creativity, we aligned a complex team and delivered a strong, engaging brand for a global audience.”

Alex Bruford, Director, ROAM