Responses by Rob Coke, founder/client director, Output
Background: Playlister is a team of obsessive music collectors and expert selectors creating audio identities for the world’s best hospitality and fashion brands. Through in-depth consultation and research, the team creates bespoke libraries of fully licensed music unique to each client. But this human, handcrafted approach wasn’t reflected in an identity that felt more aligned to a tech platform, so we needed to help the brand stand apart from the algorithm-dominated sector.
Reasoning: Sound is an integral part of any experience. It sets the tone, adds texture and has the power to connect or transport us. We created an elegant brand toolkit, clarifying the previous logo mark and adding an understated color palette and typography system to complement the company the brand keeps. The overall result communicates the layered, textural and handpicked nature of Playlister’s service.
Challenges: The client was reasonably happy with the previous logo, but it was a little too neutral and wasn’t effective at small sizes. It was important to build on this aspect while incorporating the “play” icon in the logo. We explored different ways to make this work before landing on a simple arrow device to replace the a in Playlister.
Favorite details: Playlister provides a layered experience that considers the time of day, then adapts and evolves each month. The playbar device we created reflects this continuous approach, anchoring images and typography or breaking free to float gracefully through the frame. When combined with a set of custom patterns and textures, it adapts to communicate several moods or styles. This allows each execution to feel unique, while being held together by a consistent brand framework.
Specific demands: The Playlister team needed a set of practical tools to help them roll out the brand. As well as access to the CMS to keep the site up to date, we supplied a full set of templates and assets for them to create social content and customized sales decks.
Anything new: It can be common to rely on stark black and white color schemes when communicating luxury. Through visual exploration, we discovered that the introduction of a strong highlight color would inject some interest and excitement without compromising the level of sophistication.