Like many companies born out of the hurly burly of a .com startup, Pandora’s brand had taken a back seat to the coding and engineering of this breakthrough entertainment platform. In speaking with Tim Westergren and his executive team, the core thought was clearly there. The challenge was articulating it and making it relevant. Using ethnographies, team interviews and research everything pointed to a brand rooted in the emotion of music and away from touting tech. Freedom of Music told the story of Pandora’s independence from the machinery of the music industry, as a platform that allows listeners and musicians to connect with each other organically and authentically.  The vision, mission, brand platform, manifesto and visual expression born out of this DNA gave Pandora a clear, meaningful and evocative voice setting them apart from the herd of competitors entering the market.