Brief The team behind AEI Group had spent decades helping build the UK’s electronic music scene, but more recently were struggling to translate their achievement and mission externally – despite its brands and labels reaching hundreds of millions globally. AEI engaged Lucky Pilgrim to evaluate its brand identity, help communicate its business, and design and develop a new website.
Strategy & Outcome Working with the team, Lucky Pilgrim distinguished two core identity strands for the company: AEI Music and
AEI Ventures. AEI Music would hold its internal labels and brands alongside its artist and label services businesses, while AEI Ventures would be a dedicated investment arm.
Outcome A new digital presence was created through a website that accurately represents the record label group and music services business. We also developed a tone of voice that reflects the business’ heritage, authority and expertise that makes it a unrivalled partner for independent artists and record labels.
