Client
Aurale Agency
Branding
Logo
Marketing design
OOH
Presentation design
Year
2025
Creating a beacon of hope for Berlin’s independent musicians
The Berlin Music Marketing Meetup (B3M) is one of the most focused and professional music meetups in Berlin, bringing together independent musicians, industry professionals, and creatives to share insights and build connections. While the meetup had a strong reputation among its core following, it lacked a distinct brand identity that could capture a wider audience’s attention and communicate its value at first glance.
Our rebranding goal was to refine B3M’s visual and verbal identity to reflect its energy, inclusivity, and expertise – positioning it as a must-attend event in Berlin’s music scene. The rollout included new social media graphics, posters, and an out-of-home (OOH) campaign to solidify B3M’s presence both online and in the city.
People like B3M but aren’t sure how it helps
In the first stage of my branding process – the Brand Audit – we surveyed attendees to find what they understood, and misunderstood, about The Berlin Music Marketing Meetup (B3M).
Research showed B3M is seen as “one of the most focused and professional music meetups in Berlin” and has a core following in the Berlin music scene as well as being well connected to industry pros.
People who come know what the meetup is about but the brand style was missing the je ne sais quoi that communicates that and captures their attention of a wider audience.
Community and connection are common themes that show, when people come, they get what the meetup is trying to provide though feedback, relatively low attendance and lack of hype around the meetup suggested the it’s easy to pick up and put down rather than being a must-attend event.
B3M needed a brand style that tapped into what makes the meetup special and make it an essential on Berlin’s music calendar.
The insight
Musicians know nothing about marketing.
And why should they? They’re artists, techy nerds, punks, wavy crooners expressing their souls. What do they care about marketing?
Marketing is everything they hate. It’s the commercialisation of their art, it brings money into a sacred place of expression. Marketing is part of the system and buying into the system is selling out.
They know they need it, but they hate it. And the best way to do what you hate is with people you like.
We’d make the B3M brand reflect the Berlin music scene, fun and colourful prioritising collaborative support. Showing musician’s the meetup where many hands, many voices come together to build and graft, sharing ideas and directions, forging new paths.
Community and connection are essential elements, the foundations on which great success is built.
Launching the new brand
I developed a new brand identity that emphasised B3M’s community-driven, interactive, and knowledge-sharing approach. The visual language focused on bold typography, dynamic layouts and a vibrant colour palette that balanced professionalism with creativity.
I shifted the brand’s tone of voice from simply “nice and welcoming” to engaging, confident, and culturally relevant, capturing the excitement of Berlin’s DIY music culture.
Brand roll-out
In addition to digital marketing, I designed a series of high-impact posters to be placed in music venues, record stores and creative hubs around Berlin. These posters featured a mix of bold typography, imagery of from past meetups and links for easy event registration.
The new brand needed to make B3M an integral part of the Berlin scene. To break down the I designed secondary logos to be printed on shirts, jumpers and merch. These designs provided tangible touchpoints that merge seamlessly with Berlin’s music scene, putting B3M where music is enjoyed, making it cool.
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The new identity really raised us to the next level, it's opening bigger opportunities than we ever had before
Founder, Aurale Agency
Thank You
A huge thank you to Julien and the Aurale team for their trust and collaboration throughout this process.
This project wasn’t just about design – it was about shaping a message and a movement. I’m proud to have played a part in helping B3M connect musicians and put talent and hard work at the centre of Berlin’s music industry.