A 'Top 800' YouTube channel with over seven million subscribers, Sing King, is the world's most searched karaoke brand on the platform and arguably the leading destination for karaoke lovers online, amassing 3.3 billion views and 20+ million monthly users.
The re-brand was led by Nomad, a studio founded in 2016 by Stuart Watson and Terry Stephens, with clients today including BBC, Premier League and Sky. The brief from Sing King was to "create a universally recognisable visual identity that would transcend cultural barriers".
Jordan Gross, Sing King CEO, said: "The common denominator that unites our users around the world is their shared love of singing. We wanted to create an identity that captures the myriad universal feelings that come with karaoke – joy, liberation, excitement, togetherness - and represent them visually. Our mission is simple: to transform ordinary moments of time into moments of joy. We needed a playful, modern identity that reflected this."
Nomad says it set about achieving this through a "clear and actionable brand strategy and a vibrant and bold visual identity". Terry Stephens from Nomad said: "It's been a pleasure to partner with the Sing King team to re-imagine and re-energise their brand. Their business is going from strength to strength, and they wanted a new identity that matched their unique licensed catalogue and smooth user experience. Knowing the reach of the subject matter, it was important for us to create a symbol and an identity system that could transcend cultures and languages, and have universal appeal across the globe."
Throughout 2020, Sing King has big plans for expansion beyond YouTube into a "portfolio of products" to include iOS and Android mobile apps, TV apps and a standalone web destination.