Product Type
Marketing website
Contribution
Leg design & creative direction
Goal
The goal of this project was to build a brand that resonated with the ideal target demographic for Ligo, and design a marketing website using that brand. During brand workshops we conducted with our client, some keywords that came up were: authentic, confident, playful, organic, real, community-led, bold, and candid. As the music industry is intertwined with other creative industries such as fashion and design, it was imperative that the brand feel aesthetically relevant but not try-hard.
Approach
After conducting brand workshops to determine the client's vision and needs, we crafted a logo based on the concept of a chainlink, as Ligo is derived from the latin word for link. After a couple of rounds of mood boards, sample landing page mockups, and photoshoot direction, I arrived at the current brand guidelines, which include the logo, colour, photography guidelines, copy/tone and sample applications.
Screenshot of a branding workshop in Figma.
Images of brand concept iterations midway through the branding process. Concepts one and three were eventually combined.
Design and Outcome
The brand relies heavily on photos, showing music industry folk collaborating in a candid environment. The clients who were in the music industry themselves, explained that recording studios often feel more like a friend's living room than a swanky studio, and wanted the brand to reflect that. Orange was selected as a primary brand colour to reflect these warm qualities while also striking a boldness. The boldness is also exemplified in the all caps titles. To educate on Ligo's features and communicate it's value, candid, playful, direct copy is used in short phrases.
