It is a global rebrand of the French music streaming platform Deezer. Ever part of the brand was refreshed, including:

Logo

Typography

Colour Palette

Motion Principles

Art Direction

Illustration

It's a downloadable music streaming product that is available as a mobile app or a desktop app.

Deezer is a French company that was founded in 2007, a year earlier than Spotify. Whilst its growth over the years has been slower than the globally dominant leader, Deezer secured critical retail and telco partnerships to secure its footprint in France, gaining nearly 10 million users and scaling to 188 countries. Yet despite its first-mover advantage and existing equity in France, its perceptions had grown stagnant and the brand was viewed as less fresh and innovative than the deeply-competitive category overall.

To build Gen Z appeal and stand out in a crowded category, Deezer needed a fresh identity to deliver on the brand purpose, 'Deezer helps you be and belong.' Bridging into those themes of connection and expression, the agency unearthed Deezer's core belief that "music is the beating heart of life." The system is built upon the heart logo, which succinctly encapsulates the brand's essence and forms the backbone for a bold, dynamic system, particularly in motion. A custom variable typeface enriches the system across product and editorial, and a vibrant lead purple further builds distinction and equity.

Budget:

€223,300

Deezer identified Gen Z as its primary audience for the rebrand. As a generation deeply passionate about identity and expression (and less enamoured with the streaming giants of previous generations), they often seek out brands that share the same outlook. In developing the new visual identity, we found that the DNA of Deezer mirrored their approach to music: enthusiasm for artists, embrace of fandom, and a deep love of music. This unlocked the shared belief that "music is the beating heart of life" to build relevance with Gen Z. The identity is built upon the heart logo, to succinctly encapsulate the brand's essence and to form the backbone for a bold, dynamic system, particularly in motion. A custom variable typeface further enriches the system across product and editorial, and a vibrant lead purple further builds distinction and equity in the story of connection and expression.

At the heart of the new Deezer brand is a logo that symbolises
 a beating heart. This new logo draws inspiration from three core
I deas: A heart to represent a love and passion for music, the logo's
 shapes vary to signify musical rhythms and It’s motion and pulsating quality directly mirror the response to the listening experience, much 
like a heartbeat. We built Deezer's design system around the 'beats'
- the shapes which make up Deezer’s new logo. These adaptable 
shapes take various forms, creating dynamic patterns and graphic elements. This thematic thread runs through every facet of the 
brand, extending to the new Deezer SANS font and its applications, branded visuals, iconography, art direction, and motion principles. 
We also created a variable custom typeface, Deezer Sans.
This typeface is at the core of Deezer's rebrand, with forms 
directly inspired by the shapes inherent to the brand's logo.

Post-launch, the Deezer rebrand had almost immediate impact, with a 47% increase in brand queries in FR; a 36% increase in paid conversions from free to paid users; and a +127% streams from previously dormant users. At the end of 2023, Deezer’s subscriber base reached an all-time high to reach over 10.5 million users globally, adding an additional 1.1 million in 2023 alone. Revenue growth jumped in Q4 by 12.1%, rounding out the year’s growth at +7.4%. Deezer also achieved key strategic milestones including: new and expanded strategic partnerships across key markets; the launch of Artist Centric Streaming Model; and renewed contracts with key right holders. Ultimately Deezer entered 2024 with greater-than-anticipated resources and optimism for the fiscal growth in 24/25. The surge in earned media also echoed the success of the rebrand, with over 500 worldwide articles produced, nearly 3x engagement and an 11-point increase in positive sentiment