Clear Defendable Territory

"Last week saw the relaunch of We7, the personalised digital music service founded by Peter Gabriel. We were appointed to create a clear brand and proposition to take advantage of the opportunity in the market.
We7 was facing increased competition from on-demand services like Spotify, but we saw a gap for an offering that targets the UK's love of radio. While 1 in 5 UK households listen to internet radio each week, only 1 in 14 currently stream music online. So we used this opportunity to reposition we7 as a free personal DJ, creating radio stations that only play songs the listener loves.

It only takes a single song or genre search to get started – so why don't you give it a go?"