LONGHAUL BRAND CREATIONLONGHAUL is an Aussie Country Music promoter who needed to rapidly and credibly establish themselves in a new market. Attracting top tier talent and opening new doors.
ApproachImpactLONGHAUL got the top to bottom treatment from the ground up. We started with workshops with key stakeholders to understand the business needs and desires, defined the brand strategy, rapidly ideated names, messaging frameworks and brand worlds. We worked hand in hand with the core client team to move at pace and immerse ourselves in the world of contemporary country music. Staying away from the hay-bales and hoe-downs of classic country and positioning the brand with firm roots in the genre without feeling like a caricature of the category.
Within 6 weeks, LONGHAUL was launched to the world with a system set up to scale in the hands of internal teams domestically and globally. The rigour of the brand system enabled the brand to grow harmoniously in multiple directions. Landing headline international artists, on-boading domestic talent and even launching its own first of a kind Country Music Festival along the East Coast. The secret of its success? The simplicity. Hardworking, fluid brand codes that move at pace and scale with systems that build cross-channel distinction and ongoing brand salience.
