Overtone
Brand Design
Overtone is an emerging music collective, that creates and distributes the finest classical and instrumental music. With an abundant catalogue of rich musical experiences, they transport their global audience to an oasis of pure calm.
With Overtone evolving the territory reach of their digital products across music streaming services, the label desired a stronger visual identity that would engage and unite their diverse listener base.
Making the Mark
The logo re-design was the true turning point in creating a stronger visual identity. There is now a resonance between the brand's name and the form it takes graphically: inspired by overtone sound waves themselves.
Left: Overtone's existing mark
Right: Updated brand mark
Colour Scheme
Prior to my re-design Overtone's palette consisted of purely black and white. For their logo and simple brand applications, the lack of colour was effective, however, their digital albums proved uninspiring for a streaming audience.
I injected new-found life with a considered and coherent colour scheme. Now, Overtone's visual identity boldly affirms their status as masters of the finest musical experiences.
Design Impact
With my in-depth knowledge of user engagement on music streaming services, I was able to consider the environment the brand and product would be displayed. Considering factors such as the rising playlist culture, it was essential the brand had a visual signature that stood out from its competition: converting passive listeners to loyal followers.
The reception of the new look with their growing global audience was really well received. After launching with the fresh identity, Overtone's product engagement increased by over 25% in just the first month on their most competitive digital streaming platform. The re-brand continues to inspire and connect them with a loyal listener base.
The reception of the new look with their growing global audience was really well received. After launching with the fresh identity, Overtone's product engagement increased by over 25% in just the first month on their most competitive digital streaming platform. The re-brand continues to inspire and connect them with a loyal listener base.
