Luminate
Luminate is the most trusted source for independent data on the music and entertainment industry. Exemplifying transparency, clarity, and fair access to information, Luminate’s insights, analytics, and industry relationships generate the most comprehensive and relevant findings that power diversity and better decision-making for the world’s consumption.
© Focus Lab
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With over 30 years of experience, the company was ready to boldly rebrand as Luminate. After a handful of mergers and acquisitions, the previous brand was housed under the name P-MRC, having no identity and needing to unify its offerings while articulating a new vision for the company. The portfolio included legacy names, siloed products, and brands in adjacent industries, all lacking connection and meaning for the future of Luminate.
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We turned a timeline of mergers into a tangible story of unique expertise. Luminate’s external offering: transparent, comprehensive data — gave way to its greatest internal one: a singular focus on entertainment and music. So, we used this to guide our brand strategy and the development of its new brand. As one brand and one name, Luminate would be the tenured leader of its industry with a clear, independent voice, empowering customers to make data-informed decisions that create an immediate and stabilizing competitive advantage.
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Brand Strategy. Brand Positioning. Competitive analysis. Audience evaluation. Brand and Product Architecture. Brand Naming. Concept and story development. Strategic narrative writing. Art direction.
“Haley, thank you for the thoughtful strategy work early on that was so critical in shaping our thinking. You took some very broad ideas and made them concrete for us.”
Luminate, 2021