The musical entertainment group Ras Movements wanted to design a new brand image while staying true to their Rastafarian heritage.
The concept of “The Lion of Judah,” a religious symbol, was chosen to create cohesion between a new elegant design and Rasta heritage.
This color pallet was used on group attire and promotional materials in a campaign to reach out to an older demographic (35+) than the group was accustomed to.
After the re-design, event attendance rose most in the 33 to 42 demographic range with an unintended and minor increase in the 18 to 32 range.
Based on secondary and primary research, the Brooklyn Heights and Long Island City locations saw the greatest growth helping Ras Movements plan accordingly for future events.
