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 internally and externally – despite its brands and labels reaching hundreds of millions globally. AEI engaged Lucky Pilgrim to evaluate its brand identity, help communicate its business to staff, and design and develop a new website that would put across the functions of each aspect of the business. Strategy 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 its dedicated investment arm. With this structure solved, we were able to build a new external website and internal comms strategy. Outcome A new digital presence was created through a website that accurately represents the record label group and music services business to staff and clients. 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.
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