Keynote
Brand Refresh ⋆ Graphic Design ⋆ Brand Guidelines
Year: 2024
Organisation: Tribe Agency
Blurb: A dynamic brand refresh for Keynote, Papua New Guinea’s leading music retailer. Rooted in the philosophy of ‘You Play. We Listen,’ the revitalised visual identity strengthens its role as a champion for local artists—energising the music community and inspiring the next generation.
The Brief & The Goal
As Papua New Guinea’s leading music retailer, Keynote needed a revitalised brand identity to solidify its role at the heart of PNG’s vibrant music community. More than just a store, Keynote has long been a trusted partner for aspiring and established musicians—nurturing talent, fostering creativity, and providing the tools artists need to bring their music to life. The challenge was to refine and clarify the brand’s existing elements while elevating its presence, ensuring it could further its position as an inspiring and influential force in Papua New Guinea’s creative industries.
The Idea & The Magic
At the core of the refreshed brand is Keynote’s defining philosophy: ‘You Play. We Listen.’ This statement embodies its deep commitment to supporting musicians at every stage of their journey. The new identity balances boldness and authenticity, with a rhythmic, dynamic design language that pulses with the energy of PNG’s thriving music culture. I led the development of a comprehensive brand guidelines document to unify all design elements and sharpen the brand’s tone of voice, ensuring consistency across every touchpoint. This included a refined approach to typography, a vibrant and flexible colour system, and expressive, candid photography guidelines that capture the spirit of PNG’s musicians.
The results were transformative. The refreshed identity reached over one million people, generating more than 100,000 audience engagements and 2,000+ qualified leads. By reinvigorating its visual presence, we expanded Keynote’s influence, securing its place at the centre of Papua New Guinea’s creative landscape. Now, it stands as more than a retailer—it is a movement, championing the next generation of artists and shaping the future of PNG’s music scene.
