Despite offering the attractive feature of providing personalized song recommendations, Pandora is lagging behind its competitors in appealing to a younger audience, who are attracted to discovering on-the-rise, lesser-known artists. To reconnect with young adults, I developed new branding that captures the feeling of risky experimentation—exploring niche sounds and being immersed in the captivating experience of live music. Utilizing occult-inspired imagery, the brand refresh includes promotional posters and product packaging to position Pandora as the cutting-edge streaming service for thrill-seekers.