Australian record label One Day spotlights emerging artists in rebrand

The music company and record label, which is backed by EMI/Universal Music Australia, required a new identity to position itself as an advocate of local creativity. In completely redesigning One Day, the role of global creative innovation company R/GA was to craft a brand that honours the dreams of artists.

Having transitioned from artist collective to events brand to talent management and artist development company, One Day presently manages a roster of Australian musical talent including 18YOMAN, J EMZ, tiffi and Chillinit.

Focusing on the visceral sensation of being on stage, R/GA partnered with motion studio Never Sit Still to engineer an identity based around stage lights. By highlighting every artist’s ‘One Day,’ the new brand harnesses the music scene’s raw energy.

Henry Cook, creative director at R/GA, comments, "Our strategy was built on the reality that the path to success in Australia has never been more difficult. Our idea was simple: every artist has a 'One Day.' Visually, we captured the feeling of performing in front of a packed-out crowd, echoing the glow of fans' phones lighting up as they record their favourite moment."

The aspirational identity includes a logo that counts down, signalling the belief artists carry through to their breakthrough. Meanwhile, the overall art direction and dynamic motion design system also aim to reflect the ambition the company has for its artists.

"There is a natural tension today between the science of breaking an artist and the raw emotion of their music," adds Ben Miles, chief design officer, APAC at R/GA. "One Day stands firmly behind the artists who dig deeper, embrace imperfection and find joy in the craft and the chaos. In a world increasingly run by predictability, this brand is a reminder that realness can’t be automated."