Accenture Song-owned Droga5 London has this week unveiled a new brand identity for artist services company and media platform DMY.

The firm’s main remit is to give young and up-and-coming artists the chance to find success by building traction and generating revenue.

Through this new identity, Droga5 will be hoping to help the collective achieve its goals by allowing its artists to reach their full potential, by turning up the brand’s identity to “full volume”.

“We needed a new identity that combined the different elements of the company into a unified whole, with a single vision, and Droga5 have totally nailed it,” DMY chief executive officer, Paul Benney said.

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“We also wanted the brand to have an edge but to also be commercial and they have achieved that too. The new brand is the beginning of a new chapter for DMY and we can’t wait to see where it takes us in 2023.”

By producing a visual representation of volume, the agency is aiming to convey how the collective supports its artists by enabling them to reach their maximum potential.

Droga5 senior designer, Oli East added: “We wanted to create an identity for DMY that conveyed the raw energy the brand has for artists and their music.

“Volume is at the heart of the design, so we added visual volume to the graphics to show how the platform dials up from normal to full volume to champion their artistry and help them reach a wider audience.”