Filter | Soundtrack Your Content

Filter is a free music licensing platform created for YouTubers of all audience sizes. Content creators have access to thousands of songs and sound effects with no download limits.

​

Challenge

Develop a comprehensive identity for a new music startup and provide brand tone, color palette, typographic treatment, logo, image direction, icons, UI/website design, motion treatment, and social art direction.

​

Solution

Working closely with the founder I dove deep into how the business functioned, their goals, and who they were targeting as a user. The name was already decided on but everything else needed to be determined. I chose a bright color palette for a loud and bold presence to better connect with their targeted audience of video creators. Following that thinking I landed on a wide typeface named Obviously. Although the brand was loud, the UI of the website needed to function simply and be quick to navigate. To give it a contemporary look I took inspiration from neumorphic design and added it strategically without limiting user accessibility. The messaging was kept direct and informative so people knew exactly what Filter was. The brand launched with great reception and gained various high end music catalogs like Chillhop and Universal.

​

Responsibilities 

Designed an entire brand identity

Provided final logo after multiple rounds of concepts

Drafted wireframes of platform and established UI guidelines

Guided all motion pieces with moodboards and style frames

Animated ads and social posts

Curated image for 75 playlists (mood, genre, & theme)

Supplied brand book

​

Animator: Genia Kodash