Crafting an approachable and lyrical brand
With a blank slate and industry knowledge, Off Center began with a dive into their target audience. Using music industry data, they made strategic assumptions that the customer base would be largely female. Off Center then developed a brand strategy around key personas and traits that were soft, inviting, and thoughtful. At the same time, they needed to remain somewhat gender neutral to avoid alienating potential new customers.
The brand and copy focused on making Songfinch relatable, accessable, and easy to create this one-of-a-kind gifting experience. From the hand-drawn word mark to playful logo, and crafty feel, everything about Songfinch feels authentic and intimate.