Sunshine Mafia - SunshineMafia.com
CONTRIBUTIONS: All website Content | All Assets Created by SilverTalon Consulting
The Background
Sunshine Mafia is a YouTube sensation. This family entertainment group focused on spreading joy through fostering faith, encouraging service, and promoting diversity. Their objective is to empower youth to strive for success in cool positive ways. By sharing their lives through music and video, they seek to reach and lift others.
The Challenge
They needed a cohesive brand, instead of splintered versions of their name, which was their current brand. They also needed to appeal to both youth, and their parents, who would be purchasing their merchandise.
The Brand
Although Sunshine was their name, they didn’t necessarily want sunsets or sunrises in the logo. The word Mafia is usually a negative stigma, so we want to change that perspective and show that we can be an organized group for positive good... and sometimes do so in a secretive way. I encouraged them to use the SM from the brand name to create an icon as part of the logo.
Each of their original logos were completely different with no consistent font, theme or feel.
They really wanted to produce a much better merchandise line that would generate buzz, and appeal to both youth and adults.
Before | After
Use the slider to see the BEFORE version on the left and the AFTER version on the right.
The Background
Sunshine Mafia is a YouTube sensation. This family entertainment group focused on spreading joy through fostering faith, encouraging service, and promoting diversity. Their objective is to empower youth to strive for success in cool positive ways. By sharing their lives through music and video, they seek to reach and lift others.
The Challenge
They needed a cohesive brand, instead of splintered versions of their name, which was their current brand. They also needed to appeal to both youth, and their parents, who would be purchasing their merchandise.
The Brand
Although Sunshine was their name, they didn’t necessarily want sunsets or sunrises in the logo. The word Mafia is usually a negative stigma, so we want to change that perspective and show that we can be an organized group for positive good... and sometimes do so in a secretive way. I encouraged them to use the SM from the brand name to create an icon as part of the logo.
Each of their original logos were completely different with no consistent font, theme or feel.
They really wanted to produce a much better merchandise line that would generate buzz, and appeal to both youth and adults.
Before | After
Use the slider to see the BEFORE version on the left and the AFTER version on the right.
BEFORE | AFTER
The (5) core values we identified for Sunshine Mafia were: Faith | Service (Love) | Positivity | Diversity | Unique (Cool)
We wanted the logo to specifically reflect the “Secret Service” aspects of the brand.
DESIGN NOTE: 104 designs were iterated from 12 designers worldwide
Merchandise Line
Below are only a few of the many merch items created with the new logo and branding
We wanted the logo to specifically reflect the “Secret Service” aspects of the brand.
DESIGN NOTE: 104 designs were iterated from 12 designers worldwide
Merchandise Line
Below are only a few of the many merch items created with the new logo and branding
Website Highlight
Another unique challenge was migrating their nearly 350,000 YouTube followers— from their family channel, to their own CRM, so they can actually own the intellectual property they’ve built over the years. YouTube has shut down several of their videos with no reason or warning, prompting them to find another way to engage with their fans.
SilverTalon not only setup their CRM, but also created the first of several branded HTML emails to jump start their fan database. To continue building their database, we created a concept for Sunshine Mafia called the “Ray of the Day,” a daily ray of hope sent as an opt-in email, to build a list of fans outside their YouTube channel.
Below is a sample of the content SilverTalon created to expand their brand and build their database:
Another unique challenge was migrating their nearly 350,000 YouTube followers— from their family channel, to their own CRM, so they can actually own the intellectual property they’ve built over the years. YouTube has shut down several of their videos with no reason or warning, prompting them to find another way to engage with their fans.
SilverTalon not only setup their CRM, but also created the first of several branded HTML emails to jump start their fan database. To continue building their database, we created a concept for Sunshine Mafia called the “Ray of the Day,” a daily ray of hope sent as an opt-in email, to build a list of fans outside their YouTube channel.
Below is a sample of the content SilverTalon created to expand their brand and build their database:
