Phawit Chitrakorn, Chief Executive Officer, GMM Music said that "Our goals are to uplift the music industry and drive New Music Economy in which everyone in the industry can make progress and grow together. Therefore, we are building a strong brand culture as a fully integrated music operator with inclusivity in mind as music is something that everyone can access. First and foremost, we get people across our organization engaged in shared vision and experience with compelling internal communications campaign. To do this, we create visual awareness in the elevators of GMM Grammy Place building to accentuate that all artists and employees, no matter their roles and responsibilities, contribute to the success of the company's business. After this, phases of integrated marketing communications campaign will be launched to create public awareness."
Damisa Ongsiriwattana, Co-Founder and Chief Creative Officer, SOUR Bangkok, a brand identity consultant of GMM Music, revealed that "GMM Music clearly envisions in the first place that they are determined to create new culture and experience, while giving us freedom to express ideas. As we came up with more than 40 proposed logo designs, we realized that GMM Music seeks to convey the aesthetic way of thinking, rather than visual aesthetics. That's why we choose a simple design and fonts. The font size of the word 'GMM' is smaller than that of the word 'Music' to imply the sense of being humble as the company is simply a small part of the whole industry. Eventually we also discovered a little jigsaw - the word 'US' hidden in the word 'Music'. As the objective case of 'WE', the word 'US' reflects the original spirit of GMM Music to create inclusivity in the music industry. So we decided to add a little tweak to the letters 'U' and 'S' by using different fonts and connecting the two letters in cursive. The result is the GMM Music logo that expresses the company's commitment to moving the music industry forward together with people and the society."
With GMM Music brand vision implemented from the inside out, the communication campaign will start with elevator ads in the GMM Grammy Place building. When the elevators close after people get in, they will see images of representative employees from every department of the company adjoined by GMM Music artists, in 80 different versions. On the campaign visuals appears an ending message reading: "More of US to come," which indicates that on the company's new path to growth, many more will join the journey, giving a glimpse into the future on the launch of upcoming external communication campaigns soon.
Source: Ogilvy Thailand
