CD Baby

STRATEGY • VISUAL IDENTITY • MARKETING & COMMUNICATIONS
Project Overview
Approaching its 25th anniversary, CD Baby wanted to affirm its status as the world’s first independent music distributor, and the only artist-services provider founded by musicians, for musicians. It also needed to update its name in a way that wouldn’t alienate legacy clients who have trusted CDB for decades as the down-to-earth alternative to major-label hype and mendacity.

CDB’s new branding strategy prioritizes artist education and advocacy to make good on its promise of helping independent artists succeed on their terms. This artist-centered ethos is also expressed through CDB’s new visual identity, which combines vintage record label graphics with images of real musicians making music to underscore CDB’s deep connection to the independent music communities it serves.
Role
SVP Brand Communications (at CD Baby)
Contribution
•  Brand Strategy
•  Creative & Art Direction
•  Marketing & Social Media Strategy
•  Brand Activation

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