Sound Recording in the A.I Age
Role:
Context:
Duration:
01
02
By conducting secondary research and conversations with three diverse music producers, I discovered that sound creation is a multi-layered process that requires knowledge of many tools, software and even requires specialized spaces.
These factors contribute to both the learning curve and financial investment required to the discipline.
What are the User Needs?
Based on the research insights, it’s clear that experienced producers, who already have the expertise and equipment, may not be the ideal market for this product.
Instead, it’s better suited for novices. These users can benefit from machine learning and AI to help them start producing music and create something they’re proud of.
Competitior Research
To stand out it's crucial to understand the competition—their unique selling points and how they position themselves. I analyzed the websites and products of key sound companies that compete directly with Sonic Aura, as well as AI-driven products to better grasp the niche Sonic Aura would occupy.
03
To establish Sonic Aura as the go-to brand to create professional-quality sound recording available to everyone.
Target Audience
Given the key insights from research and interviews, a target audience was narrowed down:
25-30 Years Old
Aspiring Musicians and Creators
Limited Knowledge
Has Time/Budget Constraints
Brand Values
Boldness – High contrast, big and loud. Incorporated by using bold type, a strong primary color and strong lines.
Expertise – A measured approach, knowledgeable. Achieved by using straight lines and technical illustrations and icons.
Innovation- Unshackled by tradition, free to innovate, to try and experiment.
04
To achieve the goal, I needed to create a visual identity that resonates with both aspiring and professional sound producers. I began by exploring multiple directions that reflected the brand’s values of accessibility, modernity and expertise.
Moodboard and Logo Pairs
I created three distinct moodboard and logo pairs, each trying to solve the brief from a different angle with different values for the brand to embody.
Fun, Exciting, Vibrant
This moodboard used vibrant colors and approachable typography to emphasize Sonic Aura's accessibility. The logo was designed with soft, rounded edges and a modern typeface to reflect a friendly, inviting brand.
Modern, Sleek. Elegant
The innovation concept focused on a cutting-edge, high-tech feel, using dark tones and clean lines. The logo incorporated geometric elements and sharp lines, embodying the forward-thinking, technological side of the brand
Sci-Fi, Futuristic, Retro
This concept leans into the innovation side of Sonic Aura by focusing on futuristic type, graphical elements taken from sci-fi and tech product and a future-retro color choice.
05
While Concept 1’s logo felt friendly, it lacked the precision required to build trust with the audience. Concept 2's logo has a strong tech feel but lacks contrast. Concept 3’s logo stands out but isn't connected to music. By merging elements from the first two logos, I developed a final version that balanced approachability and innovation.
Final Logo
The final logo combines concept 2's logo, using clean line and a modern typeface with the contrast and "pop" of concept 1. The result is a logo that communicated both boldness and a sense of cutting-edge professionalism.
06
The packaging design carries the logo's balance of contrast, boldness and minimalism.Using the brand's colors, geometric shapes from the logo and technical illustrations to achieve a sleek, modern and professional look.
Vending Machine
The packaging design carries the logo's balance of contrast, boldness and minimalism.Using the brand's colors, geometric shapes from the logo and technical illustrations to achieve a sleek, modern and professional look.
The packaging design carries the logo's balance of contrast, boldness and minimalism.Using the brand's colors, geometric shapes from the logo and technical illustrations to achieve a sleek, modern and professional look.
07
To further extend Sonic Aura’s visual identity, I developed a series of branded merchandise, including a snapback hat, branded headphones, and stickers. These items capture the brand’s energy and offer fans a way to engage with Sonic Aura in a fun and personal way.
08
To complete Sonic Aura’s brand rollout, we developed a targeted ad campaign designed to introduce the brand to aspiring and professional sound producers alike. The campaign needed to capture the essence of Sonic Aura—professional quality made accessible—and communicate this in a way that resonated with both audiences.
We focused on showing exaggarated real-life scenarios where the product's automated features can shine. Using bold photography with the brand's language to portray Sonic Aura as the go-to tool to create professional sound, regardless of experience.
