Case Study: Launching a Bold New Identity for Wild Chords DJ Services
Music has the power to bring people together. For Colin Owens, that belief isn’t just poetic—it’s the foundation of his business.
Formerly known as River Beats DJ Entertainment, Colin knew it was time for a new chapter. He had a bigger vision: a mission-driven, community-centered DJ company that celebrates diversity, joy, and creative expression. What he needed was a brand that matched that energy.
From River Beats to Wild Chords
Colin has been DJing since high school, working alongside established wedding and event companies before eventually stepping into ownership himself. River Beats was originally founded in 2018 by two of his college friends. In 2022, when they were ready to step away, Colin purchased the equipment and brand—determined to grow it into something more long-term and mission-focused.
Music has always been his passion. But over time, his vision expanded beyond events. He wanted to create something that:
Produces customized, unique services tailored to each event
Reflects our diverse yet shared human experiences
Promotes joy, health, and connection in our communities
He DJs weddings, college events, community gatherings, and social celebrations. He offers full-service AV support, mobile karaoke experiences, lighting, projection, MC services, and soundboard management. He’s dependable, fair in pricing, easy to work with—and brings an artistic flair that makes events unforgettable.
But the name River Beats no longer captured the heart of that mission.
Exploring a New Name
Before diving into visuals, we explored naming options together. The new name needed to feel energetic, memorable, and expressive. It also needed room to grow—Colin has long-term dreams of evolving the business into a collaborative or co-op model.
That’s how Wild Chords DJ Services was born.
The name reflects both movement and music. “Wild” captures the fun, high-energy, expressive side of his events. “Chords” anchors the brand in musical depth and intention. Together, the name strikes the balance Colin embodies: artistic yet organized, energetic yet dependable.
Designing a Brand That Moves
When it came time to develop visual concepts, we focused on making sure Colin’s core values came through clearly: LGBTQIA+ friendly, cause-supportive, diversity-celebrating, and family-friendly.
Colin shared a Pinterest moodboard filled with movement—people dancing, expressive body language, high-energy celebrations. That spark led to the central idea for his logo: a simple illustrated figure mid-dance.
The result is a bold, playful mark that instantly communicates what Wild Chords is about: joy, motion, and community.
We paired the dancing figure with a clean sans-serif typeface, but added movement to the word “WILD” by tilting the letters slightly—introducing personality without sacrificing professionalism. It’s the perfect contrast: fun and energetic, yet structured and reliable.
To expand the brand system, we created:
A pattern featuring the dancing figure in different poses
A second pattern with the letters of “WILD CHORDS” scattered across the design like a dance floor filling up
The color palette draws inspiration from vibrant DJ lighting. We also incorporated a rainbow gradient option—both as a nod to the LGBTQIA+ community and as a celebration of inclusivity and diversity.
A Logo Meant to Be
When Colin reviewed the concepts, one direction stood out.
“I keep gravitating to the Wild Chords DJ Services logo with the dancer—it encapsulates all that I was looking for and is simple to read and easy to quickly understand what my services are all about.”
And in true Colin fashion, he sealed the deal in a playful way.
“To further cement the decision, I had my dog Oakley pick. I put an ice cube on each logo (his favorite treat), and he went directly for the dancing person logo—even though it wasn’t the closest!”
It was meant to be.
From Brand to Full Launch
Colin chose our highest-tier package, Brand Launch, allowing us to carry the identity beyond the logo and into real-world materials.
We designed:
Business cards
Flyers
A branded t-shirt
Social media graphics
We also built his full brand kit inside Canva so he can confidently create marketing materials moving forward. Recently, we captured additional brand photography of his DJ setups in action—giving him strong visuals to pair with his new identity.
Wild Chords now shows up with clarity, personality, and purpose—online and on the dance floor.
If you’re stepping into a new chapter of your business and need a brand that matches your mission, let’s build something bold together. Start here.
