Renegades Design & Branding FEEDER by Grey London

FEEDER

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Industry Consumer & Public services
Media Design & Branding
Market United Kingdom
Agency Grey London
Director Nils Leonard
Producer Alicia Farren
Editor David Webb @ Final Cut
Released July 2010

Credits & Description

Category: Consumer Services
Advertiser: RENEGADES
Product/Service: INDEPENDENTLY OWNED ARTIST - FEEDER
Agency: GREY LONDON
Date of First Appearance: Jul 29 2010
Entrant Company: GREY LONDON, UNITED KINGDOM
Director: Nils Leonard (Grey London)
Producer: Alicia Farren
Director of Photography: Richard Mott
Cameraman: Richard Mott
Editor: David Webb
Editing Company: Final Cut
Post Production: The Mill
Media placement: Online - The Sun's Website - 29/07/2010
Media placement: Experiential - Live festivals across the world - 29/07/2010
Media placement: Posters - Launch of the album - 29/07/2010
Media placement: Merchandise - Various - 29/07/2010

Describe the brief from the client
Feeder are a UK based rock band with a global following. As times have changed and the music industry has advanced, their audience has dwindled. The brief was to relaunch Feeder with a new energy capturing a new audience.

Describe the challenges and key objectives
Records sales are dwindling in a consumer led, personally sourced and created music industry. Relaunch and refresh the British band Feeder to this audience.

Describe how you arrived at the final design
Create an independent record label. 'Reskin' the band as a movement called Renegades. Create an icon for this happening. Distribute music by 'Renegades' in under the radar avenues - MySpace, Facebook, white labels, small venue gigs, etc. Reveal Renegades as the album title with a provocative music promo.

Give some indication of how successful the outcome was in the market
Lots of noise in digital and printed press. 30,000+ new fans on Facebook. Album charted in the top 20.