keytosound: rebranding an identity

KeyToSoundRebranding an Identity

Jason Wolf ©2016

Scope of WorkProject BriefScope: To rebrand the company in order to have a more impactful, recognizable look and feel. KeyToSound develops software music instruments, sound effects and audio tools for music creation and production. KeyToSound is known for its innovative technologies in the Music Industry.I was asked to create a look that had a harder edge to it. The founder wanted a more “Rock n’ Roll” look with edgy and risky elements to it. Like a Harley Davidson motorcycle, it can sound mean, but the build quality and durability of the engine is a true work of art. It was my goal to rebrand KeyToSound’s look from a generic software company to a rockin’, bad-ass company that demands recognition. The brand had to support the lifestyle of making music that rocks.

Logo Requirements:• Incorporate a keyboard• Have a distressed look • Black & orange color palate

Five Adjectives:1. Edgy2. Strong3. Descriptive4. Unique5. Memorable

Original KeyToSound Branding Material

Jason Wolf ©2016

Client: KeyToSoundMy Role: Marketing ManagerWork Performed: Art Direction, Technical / Creative Writing, and ConsultationArtist: Jeff DrewStatus: Retired.

Pre-Existing BrandAlthough there wasn’t anything wrong with the original brand, it just didn’t seem genuine. Whenever people are staged like this, the viewer critiques everything in the image, coming to the conclusion that “this is fake” and these people are not using the product. That perception of the brand creates distrust right away.

The original concept for this brand was to have an “Apple” feel, showcasing the people using the product, like the iPod commercials. This branding didn’t have the same influence though and as a professional Audio Engineer who would use this product, I knew the branding had to change if the product was going to be successful.

Jason Wolf ©2016

Existing Logo

The existing KeyToSound logo was precisely designed. It has that “Danish Design” element to it as it should because this company was based out of Denmark. It looked sharp at any size, it looked great in black and white, and was sleek. There wasn’t anything technically wrong with this logo at all, it just didn’t support the identity the found was calling for. It didn’t support the desired brand. I felt as though the logo could have been used for a magazine or an educational tutorial section, not a lifestyle of creating music.

Jason Wolf ©2016

Brand Development

Jason Wolf ©2016

Company Logo Concepts

Jason Wolf ©2016

Final Logo

Jason Wolf ©2016

“Distressed”The distressed elements of the brand symbolize a “battle tested” company that has pioneered innovative technologies.

The distressed elements show that the company and product stand the test of time.

My research had shown that the distressed look had never been used for software packaging.

Jason Wolf ©2015 Jason Wolf ©2016

Product / Tech Logo Concepts

Jason Wolf ©2016

Product Logo Finals

Jason Wolf ©2016

Technology Logo Finals

Jason Wolf ©2016

Brand Integration

Jason Wolf ©2016

Website

Jason Wolf ©2016

Jason WolfMarketing Producer // Business Strategist

Skype: jsnwolf // www.jsnwolf.com // (505) 264-8008Jason Wolf ©2016

http://www.jsnwolf.com/