Lion Agency

Dynamic markets

for a new


FANIA Records is the legendary New York City label that has pioneered salsa music. It’s the most transcendental Latin music label in history and home to a line of musical icons who offer a cornucopia of musical styles that have surpassed the barriers of traditional Latin music and crossed over to genres like Latin big band, Afro-Cuban jazz, boogaloo, salsa and Latin R&B. Joining the vision of Dominican bandleader Johnny Pacheco and businessman Jerry Masucci, FANIA created a new sound: the apex of tropical music combined with swing, big band, jazz and the gritty vibe of American R&B. The label serves as an artistic haven to a young generation of musicians who were inspired by new music genres and gave birth to the band that changed the history of Latin music.

Past, present
& future.

FANIA started with unforgettable, legendary artists who transcend time. As the market for their unique sound changed, FANIA aimed to capture a new audience while preserving the roots that formed its foundation.

For this amazing project, we created a new brand identity to reflect FANIA’s evolution as an entertainment brand. The message catered to young urban fans and positioned FANIA as a trend influencer in music, culture and style.

The creative process.

After conducting interviews with the company's directors, getting to know the culture and understanding the evolution of their audience, we began the transformation of the FANIA brand, mixing its legendary essence with a vibrant color palette. The new, solid, modern brand is represented through geometric elements that are shaped into crystal-like formations.

The new brand identity was transferred to playlist covers, all social platforms, merchandising, e-blasts, events, video animations, new releases, album artworks, websites and all internal company channels.