Project Overview

Client Background: The client, Pop Up Conversations, is a dynamic platform dedicated to showcasing emerging Canadian artists and fostering creative dialogue within the Canadian music community. Founded by Efe in response to his passion for music and desire to provide a platform for aspiring artists, Pop Up Conversations has evolved from a local open mic event to an influential online show.

Objectives:

  • Enhance brand identity and visibility within the Canadian music scene.

  • Expand audience reach and engagement.

  • Strengthen connections with emerging Canadian artists and industry professionals.

  • Maintain authenticity and integrity while evolving the brand's online presence.

Scope: The branding project encompasses various aspects, including:

  • Logo design and visual identity development to reflect the brand's values and personality.

  • Website optimization and user experience enhancements to improve accessibility and engagement.

  • Content strategy and social media marketing to increase brand awareness and foster community engagement.

  • Collaborations and partnerships with Canadian artists, venues, and industry influencers to amplify brand reach and impact.

Brand Identity/

Guidelines

Logo

Primary Typface

Logo Usage

These guidelines serve as a central reference to steer the direction of Pop-Up Conversations brand going forward. The principles set forth here aim to establish a unified and consistent aesthetic across all interactions.

Adhering to the guidelines outlined in this document will guarantee that the Pop-Up Conversations brand maintains its strength, uniqueness, and clarity.

The Pop-Up Conversations primary logo consists of two distinct elements: the phrase "Pop-Up Conversations" written across two lines, and an exclamation mark stylized to resemble speech bubbles, symbolizing an ongoing dialogue. Together, the logo acts as an invitation to a realm of artistic conversation open to all creatives.

The Pop-Up Conversations logo was created to work across a variety of platforms and applications at various sizes. To ensure the logos integrity, only the supplied artwork should be used at all times.

When using the Pop-Up Conversations logo alongside partner logos, it is crucial to maintain the visibility and hierarchy of the Pop-Up Conversations logo. The Pop-Up Conversations logo should always be displayed first to ensure its prominence.

The primary typeface family for the Pop-Up Conversations brand is Built Tilting. This typeface forms the basis of the logo and offers a range of weights to provide flexibility across various communications. It is recommended to use upper case for maximum impact,

employing it for headlines, names, and other key elements. The family includes Black, Bold, Semibold, Medium, Regular, Light, and Thin weights in both Standard and Italic styles.

The partner logo should be positioned to the right of the Pop-Up Conversations logo, separated by a 0.25-point keyline. The clear space between the Pop-Up Conversations logo and the keyline should be equal to half the width of the exclamation mark stylized speech bubbles.

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Event Story

In the summer of 2019, Efe stumbled upon a signboard on X road in the heart of Milton, ON, that would change the course of his creative journey. Despite passing by X road countless times since his move from Ottawa three years prior, he had never noticed the sign before. Intrigued, he made a spontaneous U-turn to investigate. The sign read "MAKE Cafe."

Curiosity piqued, Efe pulled into a nearby strip mall and entered MAKE Cafe. Little did he know, this impromptu visit would mark the beginning of The Make Studios' story. The Make Studios, known for producing the renowned Pop Up Conversations and a series of successful artist shows across Canada, was about to be born.

Prior to this serendipitous encounter, Efe had been immersed in the local music scene, attending and performing at Open Mics across the Greater Toronto Area. The idea of starting his own Open Mic had been brewing in his mind, and walking into MAKE that summer day felt like fate. It was clear that MAKE was the perfect venue for his vision.

Teaming up with the then-owners, Matt and Kerri, Efe launched his inaugural Open Mic event, "The Open Mic at Make." Throughout that summer, Efe hosted a series of successful events, with plans to resume in the Spring of 2020 after a winter break. However, fate had other plans, as the world was soon engulfed in a health pandemic, putting a halt to all in-person gatherings.

Undeterred, Efe adapted to the new reality and in April of 2020, he created MAKE Live Sessions, an online platform that quickly gained popularity. What started as a temporary solution evolved into a thriving video chat show for Canadian artists. Pop Up Conversations became a platform for emerging stars like Juno Award Nominated Drew Brown, 2019 CBC Searchlight Winner, Shopé, and 2019 Chevy Music Boots And Heart Emerging Artists Showcase winner, David Boyd Janes, to showcase their talent and stories to a wider audience.

The brand story of Pop Up Conversations resonates deeply with its target audience of Canadian emerging artists and music enthusiasts for several reasons:

1. Authenticity and Relatability: The story of Efe's journey from a newcomer in Toronto's music scene to the creator of a platform like Pop Up Conversations is relatable to many aspiring artists. It highlights the struggles and aspirations of emerging musicians, making the brand feel more authentic and trustworthy.

2. Community and Support: By starting as a local Open Mic event and evolving into an online platform, Pop Up Conversations has demonstrated its commitment to supporting the Canadian music community, especially during challenging times like the pandemic. This dedication to fostering a supportive community resonates with artists who seek recognition and connection.

3. Opportunity and Exposure: The brand story emphasizes how Pop Up Conversations provides a platform for artists to break new singles, reach new audiences, and share the stories behind their projects. This aspect appeals to emerging artists who are looking for opportunities to showcase their talent and gain exposure in the music industry.

4. Adaptability and Innovation: The evolution of MAKE Live Sessions into Pop-Up Conversations showcases the brand's adaptability and innovative spirit. This resonates with a target audience that values creativity and new approaches to promoting and experiencing music.

Website Banner

Social Media Assets

Guest promotional assets

Digital Assets

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Campaign Launch

Launch Strategy:

Logo Reveal: The new logo and visual identity were revealed through a series of teasers on social media, leading up to a grand reveal on the website and social media platforms.

Website Redesign: The new brand identity was implemented across all digital platforms, including a redesigned website that showcased the new logo, color scheme, and brand message.

Social Media Campaign: A targeted social media campaign was launched to generate buzz around the new brand identity, with engaging content such as behind-the-scenes videos, artist interviews, and teaser images.

Email Marketing: Existing subscribers were notified of the brand identity change through email marketing campaigns, highlighting the reasons behind the rebrand and inviting them to explore the new website.

Launch Event: A virtual launch event was held, featuring performances by artists who had been featured on Pop Up Conversations, as well as interviews with key stakeholders and influencers in the Canadian music industry.

Reception and Impact:

Positive Feedback: The new brand identity was well-received by the audience, with many praising the modern and vibrant look that aligned with the brand's values of creativity and inclusivity.

Increased Engagement: The launch campaign resulted in a significant increase in engagement across social media platforms, with higher interaction rates and more shares and comments than previous campaigns.

Brand Recognition: The new brand identity helped to increase brand recognition and awareness, with more people identifying and engaging with Pop Up Conversations as a leading platform for emerging Canadian artists.

Overall, the launch of the new brand identity was a success, helping to reposition Pop Up Conversations as a fresh and innovative brand within the Canadian music scene.

Client Testimonial

8. Include testimonials or quotes from the client, showcasing their satisfaction with the branding project and its outcomes. Discuss how the new brand identity has contributed to their success and growth.

Results and Metrics

9. Provide data-driven insights into the impact of the branding project, such as increased brand awareness, customer engagement, or sales. Share any key metrics or KPIs that demonstrate the project's success.

Future Direction

Future Plans and Recommendations

  • Consider expanding beyond music to include other forms of artistic expression, such as visual arts, poetry, or dance, to appeal to a broader audience and showcase a wider range of talent.

  • Introduce interactive elements on the website or social media platforms, such as live Q&A sessions with artists, polls, or contests, to increase engagement and create a more immersive experience for the audience.

  • Develop a stronger sense of community by creating forums or online groups where fans and artists can interact, share content, and collaborate on projects, fostering a sense of belonging and loyalty to the brand.

  • Organize live events or concerts featuring artists showcased on Pop Up Conversations, providing an opportunity for fans to experience the music in person and further connect with the brand.

  • Explore partnerships with other brands, festivals, or organizations within the Canadian music industry to increase exposure and reach new audiences.

  • Offer resources and support for emerging artists, such as workshops, mentorship programs, or recording opportunities, to help them further their careers and strengthen their connection to Pop Up Conversations.

Evolution and Growth:

  • As the brand expands, it's important to stay true to its core values of supporting emerging artists and fostering creativity, ensuring that all initiatives align with these values.

  • Continuously monitor trends in the music industry and digital landscape to adapt the brand's strategy and offerings accordingly, staying relevant and appealing to the target audience.

  • Regularly seek feedback from the audience and artists to understand their needs and preferences, and use this insight to refine and improve the brand's offerings.

  • Encourage innovation and creativity in all aspects of the brand, from content creation to marketing strategies, to maintain a fresh and engaging presence in the market.