Resident Advisor

Formalizing a brand voice without losing scene credibility

The challenge
RA Tickets had operated for nearly a decade on trust alone - promoters chose it because of Resident Advisor's editorial credibility, not because of slick sales materials. But as competition from DICE, Eventbrite, and Skiddle intensified, RA needed to professionalise its B2B promoter-facing communications without sounding like every other ticketing platform.

The approach
Working with RA's internal team, I developed a tone of voice system rooted in the language of dance music itself - using terms like EQ and breakdown as conceptual anchors for how the brand communicates. This gave the team a framework that could scale across touchpoints while staying unmistakably RA.

Deliverables
TOV guidelines, website UX and copy, product sheets, and a sales presentation deck for promoters - all reinforcing RA's position as the ticketing platform built for the culture, not bolted onto it.