DeezerSound Up

Changing the tune of music streaming

In the competitive landscape of music streaming apps, Deezer needed to offer its users a real, personalized experience. Based around a single idea, “you bring the moment, we bring the music,” a specific interface was introduced across all dimensions of the brand via a shared visual vocabulary – from the smartphone to the ads – to which music lovers could feel a genuine connection.

Digital streaming quickly overtook physical CDs and records in the mid-2000s to become the dominant resource for playing music, and competition between various apps offering similar services was immediately hot. Personalization became the key to enticing users to favor a particular platform, since music choices are driven by individual preferences, moods, and tastes.

For French company Dezeer, our plan was to advertise curated track selections that catered towards all of life’s moments, essentially providing a soundtrack for every occasion. In verbalizing this strategy and crafting a tone of voice, we created a simple system to show what Deezer can do for its listeners: You bring X and Deezer brings the music.

Uniting the brand’s communications and its app through one shared visual (hieroglyphic) vocabulary, a mix of typefaces, icons, colors, and shapes were applied across all channels and media. This created a seamless experience where the borders between print and digital, product and brand disappear, and on-line and off-line are constantly overlapping. It also allowed Deezer to adopt a more organic and consistent approach to its communications.

With users spread across 180 countries, the brand’s character had to remain consistent yet adaptable to local requirements and cultures. To highlight Deezer’s ability to amplify life in whatever situation, the brand uses a playful tone of voice that is always culturally relevant and on point.

Ultimately, we helped Deezer develop a coherent and unified brand that speaks to users all over the world, and gave them the tools to transform music listeners into music lovers.

In the competitive landscape of music streaming apps, Deezer needed to offer its users a real, personalized experience. Based around a single idea, “you bring the moment, we bring the music,” a specific interface was introduced across all dimensions of the brand via a shared visual vocabulary – from the smartphone to the ads – to which music lovers could feel a genuine connection.

Digital streaming quickly overtook physical CDs and records in the mid-2000s to become the dominant resource for playing music, and competition between various apps offering similar services was immediately hot. Personalization became the key to enticing users to favor a particular platform, since music choices are driven by individual preferences, moods, and tastes.

For French company Dezeer, our plan was to advertise curated track selections that catered towards all of life’s moments, essentially providing a soundtrack for every occasion. In verbalizing this strategy and crafting a tone of voice, we created a simple system to show what Deezer can do for its listeners: You bring X and Deezer brings the music.

Uniting the brand’s communications and its app through one shared visual (hieroglyphic) vocabulary, a mix of typefaces, icons, colors, and shapes were applied across all channels and media. This created a seamless experience where the borders between print and digital, product and brand disappear, and on-line and off-line are constantly overlapping. It also allowed Deezer to adopt a more organic and consistent approach to its communications.

With users spread across 180 countries, the brand’s character had to remain consistent yet adaptable to local requirements and cultures. To highlight Deezer’s ability to amplify life in whatever situation, the brand uses a playful tone of voice that is always culturally relevant and on point.

Ultimately, we helped Deezer develop a coherent and unified brand that speaks to users all over the world, and gave them the tools to transform music listeners into music lovers.