SoundCloud Rebrand
(Identity Design, Motion Design).
This rebrand brings SoundCloud back to its roots as the home of underground discovery. Inspired by the spirit of 1970s KROQ; a station known for taking risks on unheard artists. The new identity positions SoundCloud as the place for people who want something beyond the mainstream, and for emerging musicians searching for new sources of inspiration.
01: Logo
I refined the SoundCloud logo to feel more sophisticated, creating space to showcase diverse genres, unique 'S' letterforms, and their graphic identities.
02: Genre Lab
At the center of the rebrand is the Genre Lab: an interactive space on the website designed for listeners and creators who want to explore how genres overlap, blend, and evolve. It offers a global platform to discover new sounds, new combinations, and the artists pushing boundaries.
03: Website Landing
SoundCloud becomes the home of underground discovery: a space for listeners craving something new and artists pushing past the mainstream, where raw, experimental sounds take shape before anyone else hears them.
05: Genre Icons
At the heart of the identity are fluid, shape shifting “S” forms. Each one echoing a different sound, mood, or subgenre within SoundCloud’s experimental world.
04: SoundCloud App
06: Content Posters
The large poster format let me explore how photography and typography could interact with the new identity. Using expressive, mood driven photography, I focused on capturing the raw emotion and self expression behind underground music. Working at this scale helped me understand how the brand elements move together and how type and imagery can create a powerful, unified voice.
07: Identity Posters
In the genre dictionary series, and the “S” becomes a living signal. As it moves through the posters, it warps and bends like a wave echoing how genres shift, collide, and evolve on SoundCloud. Each poster captures a different moment in that wave, making the system feel fluid and kinetic, just like the underground scenes it represents.
