SOULECTION REBRANDING

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Used extensively in HUDs, user interfaces, and logos from science fiction movies, Eurostile and its Bold Extended variant are the quintessential “futuristic” type. Bringing that association to the Soulection identity further builds upon the brand’s forward-thinking vision. Everett, a contemporary grotesque sans-serif, complements Eurostile as a sharp and distinct typographic component used for copy.

First impressions are critcal for establishing new brand identities. Employing the exciting, bold, and refined characteristics that define the Soulection sound in a visual format requires equally striking colors. The color combination of red, orange and purple are influenced from sunset skies and neon lights of city life. By bridging the timelessness of stunning skies with the liveliness of artificial lights found in clubs and city streets, we arrive at this vibrant and warm palette.

Soulection Radio is a weekly Apple Music radio show hosted by co-founder Joe Kay. New music from the collective’s artists is showcased alongside upcoming talent. Using the brand’s type and color, a new look accompanies the sound to ultimately deliver a recognizable audio and visual experience. Imagery of natural landscapes and clouds serve as a backdrop and texture to push the visuals even farther.

The last component of the brand identity is a mobile experienced aimed at bringing users the latest from Soulection. The simple and clean approach to the app put the music and visual content in the spotlight. Large scale covers fill the screen with accompanying information just below. The menu expands into four sections, easily readable thanks to the large type. Navigating the Supply section leads users to the store where Soulection merch can be purchased. The item screen displays simple product photography and a monochromatic interface.