Drift Studios

01 — Challenge

The Brief

Drift was launching into a genre — experimental electronic — with a small but intensely passionate audience and a press landscape that's notoriously hard to crack without an established track record. The founding artists had credibility but no label identity, no digital infrastructure, and no PR relationships.

02 — Approach

How We Did It

We built the brand identity first: a stripped-back visual system using a single custom typeface, a monochromatic colour palette, and a modular grid that could flex across vinyl sleeves, digital formats, and physical merch. The PR strategy focused on three targets: Mixmag, Clash, and Resident Advisor. We crafted the narrative around the artists' backgrounds rather than the label — personal stories tend to cut through in music press. The digital campaign used pre-save campaigns, Spotify editorial pitching, and a targeted social rollout timed to each release.

04 — Results

The Outcome

Eleven press placements secured before the first release, including features in Mixmag and Clash. The launch generated 2.1M impressions across channels in the first 30 days. First release hit 48K streams in the opening week.