We were interested in creating a memorable brand which could occupy a unique space in the sector. Very early on we struck upon a download type arrow being the backbone of the brand. The golden arrow was combined with the DJ initial device, which seemed to come from another dimension. This juxtaposition of form within one brand both lends itself well to the medium and also creates a unique look. The brand is designed with a holding black frame so that it can easily be mounted into environments, both digital and offline. The owners of the brand also capitalised on the quirky nature of the icon by applying it on to a raft of DJ gear. We worked together with the DJDownload team, assisting them on creating a unique online environment, inspired by rack mounted musical kit. The download arrow device is combined by a striking combination of bright and neutral colours which creates a memorable visual language. The arrow symbol has been used extensively due to its bold impact and iconic nature.