WHAT THEY NEEDED:
A destination music recording studio needed a new name and identity to turn up the volume with industry insiders.
Based in Mobile, Alabama, Dauphin Street Sound was the brainchild of Jake Peavy—an MLB pitcher with deep roots in music. Though his recording studio was state-of-the-art, technology alone wasn’t enough to bring labels and producers all the way from L.A. or Nashville. Adding to the complexity of the assignment was the need to unify other business units—including Peavy’s 5,000-acre retreat at Southern Falls—within our service offering.
WHAT I DID:
A brand doesn’t work unless it’s completely authentic to the beliefs of its leaders. When I saw that Jake had the word “OUTSIDER” tattooed on his arm, I knew we’d found our direction. What had seemed like our biggest obstacle—being so far away from major markets—was now identified as our biggest asset. To be an “outsider” means freedom to write your own rules: a way for labels to reduce costs, escape the hassle, and take greater risks on emerging talent. Working with the studio’s marketing director and the insanely talented video team at CRFTSHO, I developed a new OUTSIDERS platform based on the simple truth that “it’s better outside.”