Overcoast: Rebranding with purpose.
-
This project was the result of a semester-long independent study where each student partnered with a real client to solve a real business challenge.
I teamed up with Overcoast, a Richmond-based music and audio production studio.
THE BACKGROUND
My client, Overcoast, a Richmond-based music and audio production studio, approached their 13th anniversary with a bold visual rebrand.
They asked me how we could leverage this moment not just as a design update, but as a strategic growth driver to reach new audiences beyond Richmond.
THE CHALLENGE
Overcoast’s rebrand is emotionally rich but functionally vague. Clients love working with them, but only realize their full value after the work begins. In a hybrid, competitive market, delayed credibility means missed opportunities.
THE SOLUTION
A brand positioning that captures what sets Overcoast apart:
“At Overcoast, you get the attention of a boutique studio, executed with the vision and scale of a major player.”
METHODOLOGYHere’s what we did to get to our solution.
This project challenged me to dive headfirst into the world of audio production, an exciting yet unfamiliar space. With just two months to explore, I leaned into the unknown by immersing myself fully.
-
I spoke with 6–7 of Overcoast’s clients, mainly producers and creative directors from agencies along the East Coast, and had one-on-one conversations with the Overcoast team to understand the brand from both outside and within.
-
I looked at how both boutique and large studios position themselves across the globe. Online directories helped me find key players and spot common themes in how they show up.
-
From their website and social presence to reels and pitch decks, I reviewed how Overcoast currently shows up.
-
To get a bigger picture, I looked into trends in advertising, music, and production. Changes in client needs and how people work together helped show where Overcoast can stand out.
BACKGROUNDBuilt on Trust, Poised for Scale.
Overcoast has built a strong reputation over the years through strong creativity, collaboration, and craftsmanship. Their work speaks for itself, but primarily to those who are already familiar with the studio.
As they approach the launch of a visual rebrand for their 13th anniversary, the focus is on growth. However, while the rebrand effectively reflects the studio's personality, it doesn’t clearly communicate its credibility. Especially to potential clients outside of Richmond.
CHALLENGEThe Visibility Gap
Outside their network, Overcoast is still flying under the radar because potential clients don’t immediately see what sets them apart or why they should trust them. Overcoast needed to make their value clear upfront.
The objective: define a unique selling proposition that speaks to big-market clients before any work begins.
KEY LEARNINGS01. Credibility Comes First
FINDING
Clients do their homework before reaching out. They look for proof that the agency can deliver, long before a conversation ever starts.
TAKEAWAY
If clients can’t see your strategic and production muscle upfront, you may never get the chance to prove it.
—
“When I search for an audio production house, I’m looking for proof they can handle high-level projects—what services they offer, who they’ve worked with, and the kind of work they’ve done. I want to see their ability to deliver at scale before I ever reach out.” - Overcoast client
02. The Market’s Dichotomy
FINDING
Big studios feel strategic and prestigious; boutiques, nimble and personal. Clients often feel they have to choose.
TAKEAWAY
Overcoast can break this binary, delivering both the scale of a big studio and the soul of a boutique.
—
“Big studios bring impressive resources and fast turnarounds, but it comes at the cost of that personal connection. With smaller studios, you get more attention, but sometimes it's harder to scale or access the same level of expertise.” - Overcoast client
03. Rise of the Hybrid Studio
FINDING
There's a growing for demand for creative partners with small-team agility and big-studio power.
TAKEAWAY
Overcoast is uniquely positioned to deliver this hybrid model and fuse boutique intimacy with big-agency scale.
—
“The best part of working with an independent shop […] is that they feel like true partners. They get their hands dirty, digging into our unique business challenges, vs. just responding to briefs.” - AdAge, 2025
OPPORTUNITYOvercoast had all the right ingredients: personalized attention, high-level output, a collaborative spirit, and the ambition and expertise of a large-scale studio. Clients even recognized this rare blend.
That’s why Overcoast is uniquely positioned to champion the best of both worlds: offering creative intimacy, executed at scale.
“Overcoast is up there with anybody. They are surprising because they are this small entity in Richmond but they can go head to head with the big players in New York.”
— Client Interview Quote
UPDATED POSITIONINGAt Overcoast, you get the attention of a boutique studio, executed with the vision and scale of a major player.
CREATIVE THOUGHT-STARTERS01. Refining Tone of Voice
To get my client excited about the new direction of their rebrand that emphasizes their unique strengths (both scale and soul), I created a tone of voice guideline, which inspired a manifesto.
02. Owning Credibility Across Channels
The next step was to bring the tone of voice to life. I showed my client how this new messaging could appear across their channels, with a focus on their website, often the first point of contact for creative agencies looking for audio partners. I recommended they embrace their scale and network while staying true to their personal touch as an independent, small-knit studio.
03. Creating a Blueprint for Consistency
Lastly, I recommended a brand book that brings together the new tone of voice, visual style, and messaging strategy into one clear, cohesive guide. It’ll ensure consistency across all current and future channels as Overcoast continues to grow, and give both current and future collaborators a clear understanding of the heart of the rebrand through the lens of their new USP.
Bailey Wood (Art Director)
Claire Snyder (Art Director)
Claire Casalaspi (Copywriter)
RESULT + IMPACTThe client really connected to this work because it gave them language and clarity they didn’t have before. As a small team that grew from a passion project, they hadn’t paused to define their brand this intentionally.
For me, this project was especially rewarding because I stepped into an unfamiliar space and came away with some meaningful insights. Here are my biggest takeaways:
01. Positioning brings clarity to what’s already there.
A strong positioning doesn’t invent something new; it sharpens what already exists. This work helped the client clearly own the value they were already delivering, but hadn’t yet articulated.
02. Emotional strengths can be strategic advantages.
Trust, collaboration, and authenticity aren’t just feel-good words. They’re real assets. When framed the right way, emotional strengths can become tools that scale with the brand.
03. Good strategy bridges the now and the next.
The most impactful strategy honors where a brand is today while carving out a path for where it can grow. It’s about finding that balance between present-day credibility and future potential.