Driift

Music lives

Driift promotes and produces genre-defining, ticketed livestream events with headline artists. Re-establishing value in the audio-visual artform, they are dedicated to capturing the greatest artists on the planet in their element.

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.

O Street naming options for Driift branding and brand identity. List with annotations.

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.

Logo Design and brand identity for Driift by O Street - Scottish design agency.Photography frame using Driift logo design. Black and White image of Nick Cave with white logo overlay.

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.

Driift Lettermark short logo. Black and white photo with white logo overlay. Driift colour letter mark logo, part of the brand identity by O Street, Glasgow design agency. Colour photograph of Frank and the Rattlesnakes in blue with a pick logo overlay.Driift x Lianne La Havas Driift billboard advert in situ. Part of the brand development and identity by O Street, Scottish design agency

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.

Driift Brand Guidelines deck by O Street. Overview image. Driift Branded Business Card mock-up. Merch design for Driift by O Street, Glasgow. Black T-shirt with white logo on chest.

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.

Driift Website DesignDriift Website scroll-through on mobile phone. Driift simple short logo overlay. Colour photograph of Laura marling with pale yellow letter mark.

“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

Driift social media asset featuring Laura Marling. Design by O Street.

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.

 

We are an independent design studio, applying craft and hard work to drive your brand in the right direction.

If you’re interested in working with us we’d love to hear your story.