Backed by iconic artists deadmau5 & Plastikman, Pixelynx is launching the world’s first music metaverse. We were challenged to refine the complex proposition - the convergence of music, gaming and blockchain within the metaverse - into a clear brand articulation that champions the democratisation of music. From defining the vision, to crafting the tone of voice, we translated the new positioning into a suite of brand messages that could flex and appeal to investors, music labels, artists, fans, gamers and tech partners alike.