Brand Identity
Services:
Music
Industry:
Tidal
Client:
Tidal is a music platform created by the artist Jay Z. Tidal is an international platform that focuses on the relationship between the artist and the listeners. The platform is not only where listeners can get the new songs that their favorite artist releases early and where the artists can connect to their audience in a new way.
Background:
Key Takeaways:
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Develop a new strategy to celebrate different cultures
A Cultural Moment
For Tidal Global we are approaching the look of tidal in a new light, making sure to highlight the different cultures and countries of artists meanwhile still keeping the overall aesthetic and branding of tidal.
The Look for the Playlist Covers
Our approach to branding is to incorporate cultural symbols into each design, allowing us to create a unique visual identity that speaks directly to your audience. For each playlist cover the design incorporates the distinct imagery of their culture into the design.
The look for the Tidal Global Website
On the website, each artist is represented by their country and the featured video and album titles are in their native language. The background incorporates cultural patterns to create a unique design that is in line with the branding of Tidal as a music platform.
A Green and Energetic Logo
For Zing, we combined the two elements of energy and health into a perfectly balanced logo. The lightning bolt at the end of the Z symbolizes the energizing and uplifting aspect of the brand, while the tea plant growing out of the can within the G showcases the healthy aspect of the product.
Each playlist is designated and is connected to a cultural month, which shares the music from artists from that background. The playlist features a unique cover design and Instagram ad that incorporates cultural symbols and the tidal logo into a pattern.
