SoundCloud — Passion Project

SoundCloud is one of the world’s largest music and audio platforms, tailored to attract people who enjoy being on the edge of new music, trends, artists and undiscovered tunes. Currently, the brand does not leverage their unique position of being home to raw demos, remixes and underground music. The rebrand will focus on highlighting independent artists, their stories and the freedom of uploading their own music. 

The objective was to redesign SoundCloud’s brand to form a unified brand stance that showcases its creators and the music they offer. Create distinction in a crowded market by telling the creators stories and making it a platform for the artists. The secondary design language is made up of shapes and colors that are commonly found on tools used for music production, such as sound boards and recording softwares. Through the use of color theory, each music genre is associated with a specific color.

I conceptualized and executed a campaign titled “Hear Their Story” that highlights underground artists found strictly on SoundCloud. This campaign is shown in urban environments where the artists can receive maximum exposure for listeners to discover them. QR codes are included to link directly to the artists pages on SoundCloud where listeners can learn their stories of how they got to where they are, who they are and where they want to go.

Project Roles: Art Director, Copywriter, Creative Director, Writer, Director, Artist, Illustrator, Letterer, Designer, Type Designer