Soundhound, Inc.
“Crafting to the Beat”
The Challenge
When we worked with Soundhound in the mid-2010s, they were still predominantly known for their music discovery app by the same name. Aside from allowing users to discover the music around them, the app also displayed charts ranking music’s popularity, among other secondary content. After producing a span of one-off designs for their seasonal content, we took on redesigning the app's most highly trafficked collection of charts in an individually distinct but also overall thematically cohesive style.
Our Solution
From our work on their one-off content, we learned that there was no existing theme unifying the aesthetic of their assets, making creating new content tedious. So, we dedicated our time to streamlining the more prevalent elements of their most recent marketing to create a new standard for their branded content.
The Execution
For this evergreen experience, we deviated from the vector graphics that dominated their social media posts and, instead, chose to bring the artists back to center stage. We referenced app data and online media press kits to arrive at a template that combined notable male and female artists from each genre with a unique color pairing that would define each genre.
We extrapolated the brand’s complete secondary color wheel across the charts to create a seamless in-app experience. With the individual palettes in place, we broke each genre into unique assets for implementation across the application.
Beyond the app, we distilled the assets into ads tucked into other internal and external channels and platforms. The style also influenced our redesign of one of their regular email series, Artist Born Today. As we refined these emails, the advertisements for the refreshed genre charts set a visual standard.
Crafting to the Beat
We earned the trust to create assets to set the tone of the brand’s entire graphics language through months of low-impact but high-detail designs. From promoting other high-profile branded events with heavy effects and photo manipulation to simple and quirky vectorized seasonal messages, we showcased proficiency in various styles and reliably delivered.
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