Lantern has created the brand identity and strategy for new global classical music streaming service Primephonic.
Lantern has developed the brand strategy and refreshed identity for Primephonic, a new streaming service that delivers classical music for the digital age. Primephonic aims to challenge preconceptions that classical music is elitist, uncool and the preserve of the educated, by offering barrier-breaking services and experiences.
As part of the strategic process, Lantern developed a fitting strapline to emotionally capture the brand’s core purpose. ‘For life on an epic scale’ celebrates the transformative power of classical music, and the sense of awe it can bring to the more mundane moments in life.
This emotionally charged tone of voice can be seen throughout the brand’s visual and verbal identity, with photographs deliberately focused on people’s personal journeys of escapism, rather than the visuals of orchestras and instruments. The new icon also reflects the five horizontal lines of a music stave, with two staves abstracted to form a play icon.
Through creative writing visible in key print and digital marketing material, Lantern also emphasise the astounding capacity of classical music to transport the listener. Whether through the solar system in seven movements, or through the majesty of four seasons in just 43 minutes – all customers need to do is 'Press play and pause' for a transcendent experience.
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