Musica is the largest music retail group in South Africa.

With a visual identity mostly determined by individual campaigns and promotions throughout the years, their brief to us was to create a new ongoing visual identity that would live with their new positioning of “A World Awaits” and work across all their media platforms, from in-store to packaging to TV to stationery.

Using both local and international illustrators we created a black and white, visual language that enabled us to visualise Musica’s world of entertainment in new and exciting ways.The black and white colour scheme allowed us to highlight products in-store as well as create a consistent identity for all Musica communication.

The new look proved very popular with consumers and has resulted in boosted sales figures in the months of November and December 2008.

(An overall increase of 300% during the festive season)Because of the launch campaign’s overall success (increased sales and awareness), Musica has taken the “A World Awaits” positioning, look and feel and made it the basis for all their communication in 2009.