Subscription
launch
The brand art director and I built the identity and created all marketing, brand and platform assets for the launch of SoundCloud Go: SoundCloud’s push into the music streaming competition.
SoundCloud
Role
2017
Creative Director
Photographers
Shaughn & John
Alex Haldi
Designer
BRAND
01/03
Worked with founders to select a name for the subscription program, then our team built the messaging strategy: a pairing of household name artists and something you could only find on SoundCloud, in the context of a subscription feature. This narrative was used in the final creative.
SoundCloud…
Go
Pocket
Open
Air
Up
My
Collect
Cirrus
Aero
Crate
Transport
Mix
Space
Tempo
Bins
Trunk
Sound
Octave
Premium
Freestyle
Altitude
Unlimited
Loop
Clear
Uncut
Port
Jump
Beyond
Select
Superior
Fly
Blue
Bounce
Altus
Stratus
Stacked
Key
Lift
Max
Access
Elevate
Ultimate
Infinite
Sub
Be
Copy
From_____
to_____,
[value prop]
02/03
PHOTO
To celebrate SoundCloud’s maturation, we aimed to reinforce its heritage as the “anything goes” underdog — a reputation largely authored by its listeners. Until then little had been done to portray them, so for SoundCloud Go we put together a week-long shoot featuring real SoundCloud users and creators.
To differentiate SoundCloud Go from the master brand, we introduced purple as a secondary color. We blended it into the shadows and used orange light leaks to brand the photography.
DIGITAL
03/03
Partnered with UXR to identify user touchpoints in the flow that would need branding and design, built pages and modals for sign up across platforms.
02
01
04
03
