Fankee has emerged as the first community-driven record label, revolutionizing music promotion by enabling artists to focus on their creativity while it manages the complexities of promotion and industry access. Challenging traditional industry norms, Fankee offers a new paradigm for artists burdened by self-promotion and industry challenges. In a market yearning for democratization but dominated by a few, Fankee introduces a smart, blockchain-based solution to simplify artists’ engagement with the industry.
APART played a crucial role in defining Fankee’s strategic direction. Recognizing that the competition focused mainly on fans, APART identified an unaddressed need: the challenges artists and producers face in music creation and promotion. This insight led to an innovative brand strategy that shifted the focus from fans to artists and producers, a key factor in successfully positioning Fankee in the market.
APART worked closely with Fankee’s founders to integrate this artist-centric approach into the brand’s narrative. The goal was to reflect the real challenges of artists and position Fankee as a supportive partner for independent musicians. APART’s strategy included a clear narrative and a captivating visual identity, designed to appeal to a broad range of stakeholders in the music industry.
In developing Fankee’s visual identity, APART’s impact was significant. The vibrant graphics and memorable logo were designed to capture the essence of music, adaptable across various genres. The choice of a yellow and black color scheme was intentionally genre-neutral but distinctly music-focused, making it flexible and inclusive for all artists.
As Fankee continues to grow and evolve, its product offerings have expanded. Initially focused on a component library, it became evident that a comprehensive system was needed to guide the behavior of all digital products and touchpoints. To address this, APART developed a detailed Design Language System (DLS) to ensure consistency across Fankee’s platforms. This system, created in collaboration with Fankee’s development team, includes a platform-launching landing page, a design system, expansion guidelines, and various platform pages. This approach balances user accessibility with immediate impact, incorporating distinctive visual elements that align with Fankee’s brand ethos.
APART’s work with Fankee highlights its skill in breaking down complex projects and crafting strategies suited to specific industry challenges. The focus on narrative and integrating the business concept into its cultural context was crucial in developing a brand that resonates deeply with its audience. This collaboration not only expanded APART’s expertise in the music sector but also refined its ability to develop nuanced, effective brand strategies and visual identities.
