‘Counter Country’ - Creating a genre
Client: FUR FOXEN
Project goal: Brand Development
Deliverables:
Brand Messaging
Social Media Strategy
Photo Assets
Challenge
Fur Foxen, an up-and coming Utah-based band approached us to help them with their dream to stand out amongst the crowd, define their persona, and grow their audience.
We dove into their music, a mix of Grand Ole Opry country roots mixed with a twist of punk soul, and came up with a genre of sound representative of their artistic talent that we called ‘Counter Country’.
This culminated in a photoshoot focused on capturing a look that visually communicates “Counter Country” - a mix of the avant garde personality of Fur Foxen shining through in the natural beauty of the American West.
Digital Presence
Defining the brand identity
With ‘Counter Country’ as our guiding theme, we built a compelling brand identity for Fur Foxen, including their visual aesthetic, brand voice, and communication on and off the stage.
We created a color palette paying homage to their country roots and a touch of Nasvhille class that was built around a rose gold theme with hints of complementary blue/teal hues.
We re-designed their website to draw attention to the band’s identity and personality while creating a better user experience.
We developed a Social media strategy to communicate the band’s sound, persona and inspiration that included directing content creation, highlighting their process, and communicating valuable audience information.
