Robbie Williams released a swing album called "Swings Both Ways" in 2013 that was very successful. In 2014, he went on the Swings Both Ways Live Tour where the stage was designed like the hull of a cruise boat to match the theme of his music video for the album's lead single "Go Gentle". Williams wore a coat and tails for the first half of the concert but then changed into the captain's jacket from the music video in the second half to further tie the tour visually to the album. The tour and album were branded in a consistent way down to the smallest details to clearly link them together.

1. Robbie Williams
How he branded himself for
his Swings Both Ways Tour.

2. Swings Both Ways
• After the success of his swing album ‘Swing When
You’re Winning’ in 2001, Robbie Williams had
discovered a whole new market to style his singing
for. He released an album called ‘Swings Both
Ways’ in 2013, which included a variety of famous
Swing songs as well as some originals like the
album’s lead song, Go Gentle. The album was very
successful, reaching No.1 in the UK charts.

4. Swings Both Ways Tour
• In 2014, he toured on the Swings Both Way Live Tour.
The set of the concert was the hull of a large cruise
boat and had a big brass band. The boat set was
following the theme of the music video for Go
Gentle, where he cruised the streets of a city in a
boat on wheels. For the first half of the concert, he
was dressed in a coat and tails, classy and typical
of this swing style music. However, for the second
half, he changed to wear the Captains jacket he
wears in the video for Go Gentle, further solidifying
the theme of the album’s lead single.

9. Album to Tour
• From the colour scheme, to the font, to the size of
the words, the tour and the album were branded
the same way. Even down to the maps of the
venues, all advertising and information surrounding
the tour, linked it back to the original album.