Speaqua

Brand Creative for Artist Division

Creating a Branded Destination For Artists & Fans to Explore

The Creative Process
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Speaqua Artist Division Collaboration of the year netty award winner

Artist Division: A Branded Destination For Artists & Fans to Explore

In 2022, Speaqua approached Magnetic to develop Artist Division – a Speaqua sub-brand that would introduce a new way for fans to support their favorite artists and consume the music and media they love.

To make this collab a reality, we’d need to jam on four key deliverables:

  • Logo design
  • Campaign key art
  • Social teaser promos
  • Website landing page
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Inclusive, Yet Independent

Logo Mark, Wordmark and Icon Design

Starting with logo design, we knew we wanted to create something to compliment Speaqua’s existing brand – but also have the legs and longevity to live on its own. By establishing a set of logo marks, wordmarks and icons, our design team ensured that Artist Division would not only be adaptable, but also responsive within a design system.

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Creative Inspiration with a Thematic Design System

Our inspiration for the artist-themed experience stemmed from the allure of concert posters, wheatpaste art, and trading cards. By incorporating card key art into the marketing material, we created a systematic approach to number, filter, and organize the talented individuals with whom we collaborated.

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Rapper, Rockstar, Raucous as Hell

Creative Kickoff with Machine Gun Kelly

What better way to kick off a project of this magnitude than by partnering up with the one and only Machine Gun Kelly? To drop alongside the album, Mainstream Sellout, MAGNETIC designed and developed a stunning landing page to support Artist Division’s inaugural member.

Needless to say, MGK transcends genre and fits no single mold. We leaned into this with a visual direction that not only embraces, but mirrors his distinct duality as an artist. Because Speaqua’s core brand touts a light color palette paired with good vibes only, we opted for a stark visual contrast; photographing painted-black hands dipping into the soft, baby pink tones found on Mainstream Sellout’s cover art. Strange, sinister, and sexy as hell – this approach checked all the boxes.

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Drag
Paint It Black Pink

Social Teaser Graphics Driving Landing Page Conversions

With a collection of dipped assets at our disposal, we encored with a selection of teaser materials and social graphics to drive traffic to our main landing page. There, fans could learn more about Artist Division and even purchase exclusive merch, including a custom lineup of MGK-branded Speaqua speakers.

Each speaker came pre-loaded with all 16 tracks from Mainstream Sellout. A once-in-a-lifetime experience for fans of Machine Gun Kelly, and the dawn of a new era in music and media consumption.

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SOCIAL MEDIA TEASER Design
"Launching a campaign with one of the biggest artists on the planet was an opportunity for Magnetic and Speaqua to really make some noise. The challenge was to create a framework that could be used for future collabs."

David Carrillo

Executive Creative Director
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    Artist Division MGK
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