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Bringing emotional resonance to a transactional brand.

Positioning

Ticketmaster needed to unify its brand across 12 international markets and a wide range of genres, whilst also fighting confusion about its role in the event promotion process. Following strategic positioning workshops with key stakeholders, it became clear that there were lots of compelling Ticketmaster values and truths that their customers were unaware of, and all the positive work their teams do ‘behind the scenes’ to make peoples’ dreams come true was going unrecognised.

Proposition

What Ticketmaster provides is access to those moments that fans live for – the epic, defining, blockbuster ones and those never-to-be-repeated, right-place right-time, indelible memories that live with audiences forever. Our photography captured those moments across key genres for Ticketmaster to position the brand as emotional as well as functional, and reflect the vibrancy and excitement of the live experiences it gets customers to access.

Personality

Beautiful black and white photography not only delivers soul to the brand but gives it strong standout amongst the flood of colour imagery used to promote individual artists. However, in order for the brand identity to practically function across a vast range of applications, talk to diverse audiences and sell contrasting events, more than photography was needed. To inject colour and energy, and also to provide flexibility, we created a brand ‘mosaic’, governed by strict rules to ensure consistency across all materials as well as the ability to tailor communications by audience, genre, country or tone. A new typeface was also introduced.

Result

Following close collaboration with the internal creative team, the new identity has just been rolled out to international Ticketmaster territories, delivering a consistent usable framework.

BEAR + Ticketmaster

  • Brand positioning
  • Brand proposition
  • Brand architecture/language
  • Brand guidelines
  • Brand consultancy & guardianship
  • Photography art direction
  • Photography production management

Partner credit

Photography: Lonny Spence