Tech brand refresh
Audio Analytic are a young and highly influential tech company innovating in the field of sound recognition. They have created the world’s largest sound dataset and developed a deep neural network for recognising and contextualising everyday sounds for use in improving our digital lifestyle products. They wanted help with pushing their brand identity forward to reflect the exciting things they were doing.
The solution needed to be firmly anchored in their field of expertise while allowing them the flexibility to talk about different areas of business and to different audiences from tech industry peers to consumers.
Having looked at various methods of how we could visually represent what they do sonically, we decided to use spectrograms from the Audio Analytic dataset and some unique aspects of their working environment to build a visual language around. We used a dynamic approach to colour based on their existing palette and created abstract brand textures that worked alongside their current assets to communicate the diversity and dynamics of sound recognition. We also developed a typographic and illustrative approach to reflect the technical nature of their work.
What I did: