The Black Case

The Black Case

Brand Refresh, Positioning & Content Strategy

Mark Payne

FIRSTLY

Thanks for meeting with us again and introducing us to James . It was a really insightful session. Everything here is built on what you and James told us. Take your time with it. When you're ready to talk, we're here.

[01] THE BRIEF

WHAT YOU TOLD US

Everything below has been put together specifically for you based on what you told us.

What We HEARD

James built Black Case from a one-man operation into a business turning over around £2m, working with acts like Miles Kane and The Lathums. Now you and James are planning the next five years: three pillars (Touring, Production, and a still-unnamed premium tier) ahead of a future sale. What's holding that back isn't the work, it's the story and online presence.. You are not 'sound engineers'. What you actually deliver is duty of care 'when it matters most' - the calm, hands-on support that takes the weight off artists and their teams.

PROJECT SCOPE

A refresh, not a rebrand. One consistent, professional presence that matches the calibre of artist you already work with. We start with a Purpose Session, explore four mood board directions before touching the logo, build a brand bible to hold it all together, so everyone knows what you do and how to present it. We will re-write the site for managers and labels, and put in a content system that turns the footage you're already shooting into a steady output the team can run themselves.

[02] BEFORE WE START

WHAT WE'RE
NOT DOING

A full rebrand or new logo. James likes the current mark, so we refresh what's there, not replace it.

X

Fresh competitor or audience research. We build on the positioning document you and James already have, not duplicate it.

X

On-the-ground filming crew. Every show already has someone shooting, the gap is using the footage, not getting more of it.

X

The tour logistics and ops software you're exploring. Separate initiative, outside this scope.

X

[03] THE OPPORTUNITY

Every show already has a camera rolling. Nobody's turning it into anything.

THE OPPORTUNITY

The mark itself is functional and once re-freshed will carry a strong story behind it. The gap is that it doesn't yet show up the same everywhere it lands. A logo that holds its weight from a favicon to the side of a flight case, a website and socials that carry the same premium feel, so the whole thing reads as one operation working at the level you actually do. The pieces are strong. Right now they're just not speaking to each other.

COMPETITIVE CONTEXT

You're not competing for fan attention or virality. Nearly all your new business comes from referral and networking, not reach. So the brand doesn't need to win attention, it needs to confirm it. When a manager or label checks you out, the logo, the website and the socials should all land the same way: premium, considered, the calibre of operation they've already been told about.

You're not competing for fan attention or virality. Nearly all your new business comes from referral and networking, not reach. So the brand doesn't need to win attention, it needs to confirm it. When a manager or label checks you out, the logo, the website and the socials should all land the same way: premium, considered, the calibre of operation they've already been told about.

THE WORK IS PREMIUM. EVERY PLACE SOMEONE CHECKS YOU OUT SHOULD SAY SO.

THE WORK IS PREMIUM. EVERY PLACE SOMEONE CHECKS YOU OUT SHOULD SAY SO.

[04] THE STAGES

THE APPROACH

Three stages: get the story straight, make it visible, keep it running. Click any stage to open.

THE FOUNDATION

01

Purpose Session

A working session with you and James. We get inside the business rather than briefed on it from outside, so nothing that follows is guesswork.

Positioning + Narrative

Write the core Black Case description plus copy for each division — Touring, Production and the premium tier — so every part of the business has language that fits, refining the structure as we go. This is where "sound engineers" becomes "the people you trust when it matters most".

What's Public, What Isn't

Agree what gets said out loud and what stays behind the scenes, including how the new premium tier is named and revealed. All captured in two internal-reference documents: a narrative document with the correct phraseology to use everywhere, and a brand bible covering the visual and tone rules — so the team stays consistent without us in the room.

THE FACE + THE PLATFORM

02

Visual Identity Refresh

Four mood board directions first. The logo stays; the system around it gets sharpened, tested down to favicon size, then applied everywhere: site, socials, crew merch and flight cases.

Website Rewrite + Rebuild

New copy and layout, written for the managers and labels making a decision, not fans looking for clips. Built on Framer so your team edits it directly, no developer needed.

Case Studies + Proof

Build the proof library you don't have yet, using the artists and tours you've already delivered (Miles Kane, The Lathums, and beyond). Each one lives on the site as a CMS template and as a Canva-based PDF you can edit and send straight to a prospect — you supply the content and quotes, we handle the layout and format.

THE CONTENT ENGINE

03

Content System + Templates

A Canva launch kit so the team makes on-brand posts and case studies in minutes, not hours. Full day-to-day social management sits there as a next step once the templates prove out.

Behind-the-Scenes Production

Every show already has a camera rolling. We turn that footage into a regular, edited rhythm: the van, the crew, the load-in, not just the set.

Consistency Across Channels

Pick the handful of platforms that actually matter and keep them aligned with the site, the email and the profiles, rather than spreading thin across everything.

THE FOUNDATION

01

Purpose Session

A working session with you and James. We get inside the business rather than briefed on it from outside, so nothing that follows is guesswork.

Positioning + Narrative

Write the core Black Case description plus copy for each division — Touring, Production and the premium tier — so every part of the business has language that fits, refining the structure as we go. This is where "sound engineers" becomes "the people you trust when it matters most".

What's Public, What Isn't

Agree what gets said out loud and what stays behind the scenes, including how the new premium tier is named and revealed. All captured in two internal-reference documents: a narrative document with the correct phraseology to use everywhere, and a brand bible covering the visual and tone rules — so the team stays consistent without us in the room.

THE FACE + THE PLATFORM

02

Visual Identity Refresh

Four mood board directions first. The logo stays; the system around it gets sharpened, tested down to favicon size, then applied everywhere: site, socials, crew merch and flight cases.

Website Rewrite + Rebuild

New copy and layout, written for the managers and labels making a decision, not fans looking for clips. Built on Framer so your team edits it directly, no developer needed.

Case Studies + Proof

Build the proof library you don't have yet, using the artists and tours you've already delivered (Miles Kane, The Lathums, and beyond). Each one lives on the site as a CMS template and as a Canva-based PDF you can edit and send straight to a prospect — you supply the content and quotes, we handle the layout and format.

THE CONTENT ENGINE

03

Content System + Templates

A Canva launch kit so the team makes on-brand posts and case studies in minutes, not hours. Full day-to-day social management sits there as a next step once the templates prove out.

Behind-the-Scenes Production

Every show already has a camera rolling. We turn that footage into a regular, edited rhythm: the van, the crew, the load-in, not just the set.

Consistency Across Channels

Pick the handful of platforms that actually matter and keep them aligned with the site, the email and the profiles, rather than spreading thin across everything.

[05] WHAT'S INCLUDED

YOUR PROJECT SCOPED

Our services below are suggested based on our call.

Discovery
The Purpose
Discovery
Our structured discovery process. By the end of it, we understand your brand, your objectives, and your audience well enough to make every creative decision with confidence - not guesswork.
Why you need it
Your answers become the foundation every creative decision is built on. Nothing moves forward without it - and everything built after it is stronger because of it.
Research
The Narrative
Research
Your brand voice and story - tone of voice guide with real written examples, 3-5 messaging pillars, and 2-3 tagline directions to react to.
Why you need it
Visual identity without a voice is a brand that looks good but says nothing memorable. The brands people remember have a voice as strong as their visual identity.
Social
Master Plan
Social
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
Why you need it
Posting without a strategy is like designing without a brief. The Master Plan means every post that follows has a reason behind it. Without it, you're guessing.
Social
Launch Kit
Social
A strong visual foundation for internal teams who want to manage their own static content - templates, guidelines, and a starter bank.
Why you need it
You get the design expertise once and keep the control forever. Your team simply drops in imagery and swaps the copy.
Web
Web Design & Build
Web
Your brand's home on the internet. From fast landing pages to fully bespoke builds - designed in Figma, built to last, and handed over to you with full ownership from day one.
Why you need it
We design within your brand - so your site looks like yours, not like everyone else who picked the same theme. Every layout is considered, every page intentional.
5 services included · drag to explore

[06] TIMELINES

WHAT TO EXPECT

July 2026
Proposal Date
Week 1
Purpose Session
Week 2
Positioning + Narrative
Weeks 3-4
Visual Identity Refresh
Weeks 4-6
Website Build
Week 6
Social Master Plan
Week 7
Social Launch Kit
Week 8
Go-Live + Handover
Timelines confirmed at kickoff. Weeks shown are estimates.
July 2026
Proposal Date
Week 1
Purpose Session
Week 2
Positioning + Narrative
Weeks 3-4
Visual Identity Refresh
Weeks 4-6
Website Build
Week 6
Social Master Plan
Week 7
Social Launch Kit
Week 8
Go-Live + Handover
Timelines confirmed at kickoff. Weeks shown are estimates.

[07] THE INVESTMENT

WHAT THIS LOOKS LIKE

No hidden costs, no surprise invoices. Select everything you want.

Bespoke
Logo Re-Fresh
Keeping the mark recognisable - refined and freshened up wherever the research says it needs it.
RefinementLegibilityTesting
£850
One-Off Investment
The Purpose MeetingDiscovery
Our structured discovery process. By the end of it, we understand your brand, your objectives, and your audience well enough to make every creative decision with confidence - not guesswork.
£395
Competitor Analysis - Existing ReviewReview
You've already had competitor analysis done - we review it, digest the findings, and collate everything into one clear, visual deck. Priced below our full Competitor Analysis (£650) since it's a review of existing work, not new research.
£300
Discounted
Audience Profiling - Existing ReviewReview
You've already had audience profiling done - we review it, digest the findings, and collate everything into one clear, visual deck. Priced below our full Audience Profiling (£480) since it's a review of existing work, not new research.
£250
Discounted
The NarrativeResearch
Your brand voice and story - tone of voice guide with real written examples, 3-5 messaging pillars, and 2-3 tagline directions to react to.
£650
Website - choose one
Templated Build - 5 PagerWebsite
Design and build across 5 pages, fully responsive across all devices. Clean, fast, and handed over to you.
£1,200
Master PlanSocial & Content
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
£800
Launch KitSocial & Content
A strong visual foundation for internal teams who want to manage their own static content - templates, guidelines, and a starter bank.
£1,400
One-off total£4,645
Payment options
Bespoke
Logo Re-Fresh
Keeping the mark recognisable - refined and freshened up wherever the research says it needs it.
RefinementLegibilityTesting
£850
One-Off Investment
The Purpose Meeting
Discovery
£395
Competitor Analysis - Existing Review
Review
£300
Discounted
Audience Profiling - Existing Review
Review
£250
Discounted
The Narrative
Research
£650
Website - choose one
Templated Build - 5 Pager
Website
£1,200
Master Plan
Social & Content
£800
Launch Kit
Social & Content
£1,400
One-off total£4,645
Payment options

[08] THE REASON

Why Us

We're two sisters, Arabella and Lexie, and we run Five Six hands-on. No account managers, no chain of people between you and the work. The people you talk to are the people doing it. That's the same way Black Case has grown, owner-led and hands-on, so we already know how you work. We've worked with production companies, built socials for acts including Ed Sheeran, and run events at Creamfields and Leeds Fest, so the music world isn't new ground. Arabella is an artist and graphic designer. She builds premium websites and holds the creative eye across everything, making sure the brand looks and feels the same in every place it lands, from the site to the socials to the flight case. Lexie runs strategy and narrative. A master's in politics and philosophy and more than 15 businesses she's guided on positioning and story. Between us: premium build, sharp strategy, and a brand that holds together wherever someone finds you.

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