Sonic Boom Rebrand

Role: Lead Designer, Brand Identity, Web Design, Marketing

Collaborators: Fawn Chen

Timeline: 12 Weeks (January-March 2024)

Tools: Illustrator, Indesign,  Photoshop, Figma

‍Overview: Reevaluate Sonic Boom's mission and brand traits. Create design system, logo, & cohesive web presence. Implement rebrand through a new storefront, website, and merch.

Problem To Solve: Weak brand consistency, limited appeal to younger demographics, an underdeveloped online presence

Concept Board

image of signature dish at a japanese restaurant

Brand Kit

Logo

image of signature dish at a japanese restaurant

Colors

image of signature dish at a japanese restaurant

Type

image of signature dish at a japanese restaurant

Photography

image of signature dish at a japanese restaurant

Research

Sonic Boom Records has been a staple of Seattle's music scene since 1997. Founded by Jason Hugh- es and Nabil Ayers, it started as an independent record store and swiftly evolved into a celebrated record label. Their commitment to eclectic music and local artists has not only shaped Seattle's musical landscape but also established them as a key influence in the industry.

Logo Iterations

Insights

The grunge aesthetic connects our brand to younger audiences seeking an authentic music-buying experience. Through exploration, we identified grainy textures, blurred imagery, and hand-made elements as the most effective way to express the raw, imperfect nature of live music and candid moments. These visual cues were informed by field research conducted in record stores around Seattle.

Merch

image of signature dish at a japanese restaurant
image of signature dish at a japanese restaurant
image of signature dish at a japanese restaurant

Storefront

Web

Instagram stories

WEb page >>

image of signature dish at a japanese restaurant

Final Thoughts

The new branding works well and is cohesive across platforms. It strikes a balance between clear and readable while maintaining a gritty, authentic feel. It provides a clear and flexible toolkit for future designers to work from. The logo is clear and recognizable, working well in a variety of lock ups. A strong palette and  energetic aesthetic appeals to a younger audience without alienating the older core audience that has made Sonic Boom what it is.

Brandbook