Reframing Music Branding for Emerging Artists

Creating a softer and more distinctive visual identity for a modern artist development and publishing platform.

Onatura is the commercial arm of The Music Works, set up to support selected emerging artists through management, publishing and wider commercial opportunities. Because I work with them, I helped out as a consultant, pro bono, with the brand and the website.

The brief

Most music management and label brands look the same: dark palettes, aggressive typography, whatever’s trending. Onatura needed to feel culturally relevant and commercially credible, but it also had to reflect what it actually is, a supportive, artist-focused label. So I went the other way.

What I did

I built the identity around pastel-led colours, soft gradients, rounded UI and clean typography, with minimal but expressive layouts. Calmer, more modern and more human than anything else in the space. Then I designed the website and put together brand guidelines, so the system could stretch across web, social and whatever artist-facing material came next without losing its character.

What came out of it

Onatura has launched and the brand is out in the world, in use across their social channels. They’ve signed artists who are doing well, and the website is the next piece, still to come.