In working with Play Entertainment, our first goal was to establish their branding identity. We worked to create a consistent visual identity and tone in all store locations, advertisements and marketing. Working in coordination with the major record labels, we created works representing any number of international recording stars including Coldplay, The Rolling Stones and Bon Jovi, as well as iconic brands such as Disney and the WWE.

Key responsibilities included planning and designing all in-store signage in coordination with the Play management team, managing the annual media advertising budget, writing all promotional copy, sourcing voice talent, event promotions and management.

Ambition Branding also redeveloped the company slogan to address the concern voiced by those seeing the logo away from the store - they didn't know what Play was. With this in mind we developed the slogan "The music store as independent as you are". This also became the radio tag line ending to every radio commercial. The slogan was found to be very successful as it not only identified the store, it complimented the customer and gave them reason to relate with the brand.