Scope of Work
Brand Identity: tagline, brand narrative, brand materials
Brand Strategy: artist collaborations, creation of
incentivizing programs, strategic database
MUSICA is a new nightclub in New York City, born from a partnership between Giuseppe Cipriani of the luxury hotel and restaurant group, and Italian nightlife entrepreneur Tito Pinton, owner of the historic Il Muretto club in Italy. The club needed a complete brand strategy, and enlisted Octonano to develop an identity that would communicate the brand’s unique concept of combining entertainment, musical performances, and creative nightlife experiences within a premiere service and hospitality environment.
Drawing upon the founders’ vision of a community-driven space fueled by a combination of music and socializing, Octonano’s team created a brand narrative that communicated to the world how MUSICA is different from other nightclubs. A tagline, “We’re More.,” was developed to establish MUSICA as an elevated experience that would resonate with the fun-seeking, creative nature of the brand’s target audience.
Next, Octonano conceptualized and developed an exclusive, invite-only “Blue Key” program, gifting a limited number of exclusive membership cards to local celebrities and VIPs, further solidifying the brand as influential and innovative. A second program, targeted to local club-goers and open to the public, was created to incentivize the growth of a community. This free, application-based program is represented by the MUSICARD, which provides priority access and perks, such as a free bellini from Cipriani. Octonano conceptualized the perks, structure, and visual identities for each program, including the design of physical cards. In addition, Octonano provided a strategic database of contacts that were ideal recipients of the highly exclusive Blue Keys.
To ensure a seamless and successful brand launch, Octonano developed website copy to fully communicate the various spaces within MUSICA, as well as the brand’s vision, special programs, and availability for private events.