Project Solo
How do you build a brand based on artificial technology? That was the question we asked ourselves when first mapping out the frameworks of this intricate project.
From just a short introductory video concept — Solo had become a real and tangible possibility. It was an experiment conceived with the view of attempting to create a unique and artistic experience of music.
To us, it felt like we were working on a project that had come from out of space.
Website design, motion content, branding and identity conception.
It was one of the most engaging projects we’ve been a part of, as it were all hands on deck from a design perspective. And in the end, we were able to help effect the product concept.
Less pressure, and a larger sense of gratification was evident during the development of Solo’s visual identity. This was important to maintain, given the nature of this international project. And come to think of it, there wasn’t just one section of time where we packed in all this work together — we worked periodically, and within those certain moments, we were able to break up the project and focus on particular aspects in detail.
This kind of space really helped everything flow naturally, so that nothing felt forced. It was really efficient for us, as we would work when inspired, instead of toiling away, hoping for the right idea to strike.
….If only it was always that easy!
So what is Solo? Solo is a device like you’ve never seen before. It has the capabilities of achieving things that we humans cannot. Essentially, it has its own brain. It can turn simple melodies into soaring ensembles — as well as playing the most impossible arpeggios and chord variations. We wanted this musicality to translate into our design set, and close the gap between analogue and digital worlds.
Working with a luxury product was something both exciting and new for our team. We had a new target audience that we needed to address and in saying so, we wanted to make sure we kept this concept as engaging as possible, as we did not want to lose any momentum with the products foreign perceptions, given its complexity.
At first glance of Solo, you can immediately notice its luxurious colour, curves and personality. Nothing speaks luxury more than copper. So we kept this consistent with all materials.
It’s an elegant touch that feels very real and appropriate. What you see now is our representation of depth, clarity and functionality, which is evident across the website’s design and all the way through to our business card concept.
The online platform was extremely important, as we wanted it to be capable of educating users during their experience, as well as accurately displaying what solo could feel like in the flesh. We achieved this by using interesting combinations of motion graphics that were carefully placed in the UI, as well as visible audio waveforms that bounce across the screen as your mouse brushes past.
There’s always been something really cool about seeing audio waveforms in front of you. In this instance, we have used sine waves. It’s the most humble and sonically sound waveform. Sine waves are used to blend, tweak and modulate sounds that can then end up becoming much more rich and complex. Something that’s not so dissimilar to Solo.
We also employed a virtual string within the UI of the mobile application. Not only does it pay homage to the classic guitar string, but it appeals to a user’s free flowing creativity. It’s a common feature that is often found within virtual instruments that utilise “X-Y” effect functions. Essentially, as you run your finger across the screen, it will affect the sound and begin to modulate its characteristics.
In a way, Solo already possesses its own aura. But the trick was to be able to convey its beautiful message into something of substance.
When you strip everything away — the art of music is still at the centre of Solo. It possesses all the necessary qualities to become its very own art entity.
“Their vision helped us establish the brand and communicate the projects values. Our audience and partners have mentioned the quality of the branding and design materials. It also helped kick start conversations with valued investors and production partners.” Mitya Katkin — Creative Director
Feedback from invested clients, future consumers and creative people alike has been great. They have all noted the futuristic and bold nature of the work, which is something that we’re very grateful to hear, as it wasn’t all smooth sailing during the production process.
The main challenge for our collaborative unit was being able to execute our interpretation of Solo whilst keeping in mind its position within luxury market sectors. As for most luxury brands, they can often be seen to have less of an edge, and come off a little more on the safe side — that’s a trap we didn’t want to fall into.
We like to think that with the challenges we faced, it opened up possibilities that ultimately led to a design set that we feel is deceptively understated, and celebrates Solo’s individuality.
Today, we still fully support the project and have helped curate promotional material for several internal activities and festivals to help push Solo out into the world.
Check out the finished work here.
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