“We have to take into consideration the respected and recognised brand position already established by AIM…”
I am excited to announce that Paradise have been charged with the honour/challenge of rebranding AIM – (the extremely well respected) Association of Independent Music.
Having previously worked in the music industry over the past two years at Official Charts Company. We worked closely with other teams at BPI looking after the Brits, Mercury’s, our team managed the data for the Official singles/album charts for BBCR1 and also developed the basis for an Official Grime Chart.
It seemed natural that once settled in here at Paradise, we had conversations with Paul (Pacifico, AIM, CEO) where we explored the idea of an identify refresh, to give AIM the care and attention it is well overdue.
As a music fan and a creative myself, I am super excited and proud of the account win, as are the rest of the Paradise family. We are all passionate about music here and given our new position in the live music space (PLDN LIVE – is our live music platform for independent/unsigned artists), we are excited to collaborate with AIM. Considering AIM’s well-established position within the music industry – it is the perfect fit, especially as we both support new artists and champion emerging talent.
The Association of Independent music is integral to the music industry, in a similar way to BPI, and Official Charts Company – they act as an authority for independent musicians, labels supporting their achievements and creating a source of valuable information and resources key to navigating this space in the industry.
“Paradise is a great fit for AIM and I am excited to get the project kicked off. It’s an exciting time!”
With annual events such as the AIM Awards, we have to take the already respected and recognized brand proposition into consideration when refreshing such an iconic brand. But we also have a responsibility now to bring it up to date. This is integral and at the heart of the project. We have to bring it out of the 90’s for sure, and by doing this we can seamlessly take all the additional properties and sub-brands within AIM along for the refresh – ultimately having, brand, logo, pallet and creative all working perfectly together.
In terms of creative strategy – we will naturally be looking to our rich history of British music culture, iconic record label design and iconic fonts to find something truly original that reflects the future brand ambitions and also acknowledge the heritage of AIM. We look forward to the reveal and AIM sharing the complete brand refresh at The Great Escape Festival, Brighton 2018.