Celebrating a UK music icon

NOW That’s What I Call Music

Borkowski has been working with NOW for over three years. Ahead of a 100th anniversary compilation, we were tasked with re-energising the NOW Music brand and renewing their relevance to consumers in a saturated music streaming market.


We analysed and evaluated 35 years of data, deconstructed the essence of the brand, and spoke with all those involved with its evolution. Through this process we developed key messages that stressed the significance of NOW as curators of the soundtrack to British lives for 35 years. 

Positioning NOW Music as the owner of a proud musical heritage stretching back years, we built momentum for NOW 100, an iconic moment in pop history.

See more work