Responses by Leo Porto, founder and creative director, PORTO ROCHA.
Background: VEEPS is a streaming service that offers fans access to live and on-demand concerts and events anytime, anywhere. As the official streaming platform for entertainment service Live Nation, VEEPS had a high-quality digital product and strong ties to music culture, but visually, it looked like any other neutral tech brand. We developed a digitally native, motion-driven identity system to enable it to show up as a leader in entertainment and be remembered by music fans from every corner of the world.
Design thinking: Our solution was ultimately about striking balances: between utilitarian precision (reflecting the product) and bold expression (giving VEEPS a stronger POV); between letting the client take center stage (with a commanding logo and headline type) and exercising restraint to put the spotlight on artists’ own brands; between translating the excitement of the show with design and getting out of the way so fans can immerse in the experience itself.
Challenges: The sheer scale of it, from music genres we had to contemplate—creating an identity system that would work with everything from country to heavy metal—to a robust product redesign that meant developing hundreds of pages, formats and nuanced interactions across multiple devices.
Favorite details: We are especially proud of how much intention went into every interaction. A major consideration for the project was making sure every interface was intuitive and effortless without ever distracting from what audiences care about most—the performance.
New lessons: This project gave us the opportunity to explore the world of dimensional user interface design for Apple Vision Pro. We had to shift our mindset into AR to reimagine the concert-watching experience in 360 degrees.
Visual influences: When we started thinking about the elements that would drive the identity, we looked to music editorials—like NME and Crack—in their approach to logos, photo cutouts and strong emphasis on artist imagery. We were also inspired by the declarative typography of concert posters, particularly for ‘80s and ’90s rock and hip hop—some visual strategies for commanding attention never go out of style.
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