Russell Norris

Splice

Rebrand

A new tone and tagline for music producers everywhere

— PROJECT NAME

Splice Brand Identity


— ROLE

Copy Director

@ R/GA


— DATE

Feb 2018

Splice is a cloud-based music creation and collaboration platform. Part studio, part community, part sample library, it brings together more than a million musicians all over the world.


In 2018, Splice were looking for a new brand identity. I helped to reimagine their brand guidelines, from their strategic vision to their visual and verbal expression. My two key outputs: a new global tone of voice and a new consumer tagline.

Speak like a musician

I wrote the new Splice tone of voice, built on their values and brand purpose. Three core pillars led to a new set of writing principles and a voice map. Authenticity was everything: to speak to musicians, we had to speak like musicians – from beginners, to intermediates, to pros.

The perfect tagline

To go with their new visuals and tone, Splice needed a new tagline. We went through many rounds, in different creative territories. Below is a glimpse from the final round of exploration. We were getting close – and the word that resonated with just about everyone was “flow”.

The final tagline was: Let Your Creativity Flow


It perfectly captures the concept at the very heart of Splice: when you’re inspired and the conditions are just right, absolutely anything is possible.