In the late 2000's I was hired to be Design Director at Soundgirl. It was a cute little young contemporary label that had that young, Japanese, fun look to it. I came from a higher end but edgy background so I was able to bring more detailing, a broader product range, higher end fabrications and editorial look to the line.
A year or so after starting, we developed a spin off line called Re:sound. It was a bit higher in price point and more sophisticated but still fun.