Spinnup Rebrand

In 2018 Spinnup — Universal Music’s global SaaS distribution platform for independent artists — underwent a full rebrand. As Spinnup’s brand manager and lead for content and communications, I oversaw the project from the client side, working closely with creative agency Dragon Rouge to ensure the new identity captured our core personality while moving the brand in an exciting new direction.

It was crucial that the rebrand not only clarified the positioning and messaging for independent artists, but also aligned with the expectations of internal stakeholders across the business.

From initial research and insight through to final messaging and visual identity, I collaborated with Dragon Rouge at every stage. Together, we developed a distinct brand positioning, tone of voice and a comprehensive set of brand guidelines — all designed to empower our international teams to deliver a consistent, compelling global brand experience.

To bring the rebrand to life, we rebuilt the website, refreshed all social channels, pivoted our CRM strategy, created a suite of educational video and PDF content for artists, and produced a new line of merch — all rolled out in English, French, German, Spanish and Japanese. I also managed all localisation and translation efforts (a project in itself!).

A year after launch, research revealed that the new brand identity and tone of voice were the top reasons artists chose to sign up to Spinnup.

I continued to oversee all aspects of brand and content, from UX copy and email campaigns to long-form editorial, internal comms and visual identity — ensuring every touchpoint stayed true to our mission and resonated with the creative community we served.

The project received a Highly Commended for Best Creative Strategy at the 2020 Transform Awards Europe.