Reintroducing Napster through a contemporary rebrand across platforms.
ROLE: Creative Lead
Brand repositioning, copywriting, creative direction and delivery.
Brand repositioning, copywriting, creative direction and delivery.
When Napster relaunched in 2023, the ambition was to move decisively beyond its legacy perception as a 90s file-sharing site and reintroduce the brand as a modern, credible, multi-platform music service. The challenge was to convince audiences that Napster genuinely understood contemporary music culture and the relationship between fans and artists.
The complete brand refresh spanned art direction, tone of voice and brand values. We created a new creative framework designed to feel confident, knowledgeable and culturally fluent, positioning Napster as a platform that truly knew the score.
The rebrand was rolled out across Napster’s social channels through a series of always-on concepts aimed at bringing fans closer to the artists they love. This included a refreshed tone of voice rooted in artistic expression and music knowledge, alongside a suite of serialised content supported by a vibrant, flexible art direction.
By putting pop culture, artist stories and fan experiences at the centre of the brand, the work helped reposition Napster for a new generation, establishing a clearer, more contemporary identity that could scale across platforms and formats.
