Resident Advisor

Resident Advisor — Brand & Tone of Voice System

Client: Resident Advisor

Recommended to Resident Advisor in 2018 to help articulate a new brand positioning for RA Tickets, the ticketing arm of the world’s leading electronic music platform.

Working closely with RA’s internal team, I developed a Tone of Voice system rooted in the language of dance music itself — using terms like EQ, breakdown, and build as conceptual anchors for how the brand communicates.

Deliverables included a full TOV guidelines document, website UX and copy rewrite, product sheets, and a sales presentation deck for promoters — all aligning the ticketing platform with RA’s mission to support local scenes and the wider electronic community.

As a lifelong music head, this was a dream brief — translating the pulse of club culture into a distinctive brand voice that feels authentic, inclusive, and alive.