Grow Cebu Music
The School Tour
Grow Cebu Music
The School Tour
THE BRAND
Spearheaded by 22 Tango Records in collaboration with Create Cebu, Grow Cebu Music was all about having an open conversation with the current generation of listeners about the local music community of Cebu. Through visiting different schools and universities, the campaign encouraged love for homegrown music and all its aspects; from what goes down behind the scenes to stories from thriving local singer-songwriters. All this was done as an effort towards sustainability.
scope of work
Re-Branding
Identity Design
Illustration
The pre-existing logo was a face composed of a mix of musical elements. We reworked it according to the new young audience of the campaign. That face eventually developed into an official mascot we call, “Growbot.” Less mechanical and with brighter colors, the mascot’s function and aesthetics were crucial because it was going to be the visual identity of the campaign.
It was an awesome experience collaborating with such creative organizations like Create Cebu and 22 Tango Records. Out of that, we created a brand that would represent the wide-eyed energy of the campaign’s audience and the vibrant spirit of its subject – the local music community. The visual impact had to send the message of creativity and productivity through music appreciation.
The visual identity gave Grow Cebu Music a unique and memorable personality that was inviting and fun. It encouraged students to listen and engage with the speakers and performers. It also perfectly matched the smiles of the students.
22 Tango Records, now 22 Tango Music Group, continues to create initiatives for the local music community like their ongoing campaign, AMUMA: Homegrown Music Emergency Fund, an effort to build financial resource through crowdfunding and patronage.
