URSA: Music Extreaming

URSA: Music Extreaming
Company and Product Renaming and Tagline Development

Catchword developed a name and tagline for Ursa, a music streaming platform that provides a new way for listeners to discover and experience music.

Although consumers have many options for streaming music, most subscription-based services focus solely on maximum music delivery and curation/recommendation algorithms. This data-driven environment provides little opportunity for artists and fans to interact in meaningful ways.

Ursa’s mission to place artists at the center of the streaming experience gives listeners an opportunity to go deeper with the music and artists they love while they are listening. It is the only subscription music platform where artists can share content like photos and liner notes directly alongside their music.

Catchword worked closely with the founders, who had originally named the company Skwibb, to develop an engaging, memorable name for the company and its platform that appeals to both artists and fans.

Ursa recalls Ursa Major (the Great Bear, also known as the Big Dipper), lyrically suggesting a constellation of streaming services and the connections between music’s bright lights—artists, audience, music production team, and of course the music itself.

The tagline “Music Extreaming” succinctly conveys the brand’s deeper, richer way of streaming music and balances the company name’s abstract poetry.