Our recurring collaboration with Barcelona agency LowKeyMoves organically led to being tasked with the conceptualization, creativity and visual identity for their project Opal: a musical library offering a highly curated collection of tracks for commercial licensing. Key among the project’s goals were to create a unique brand and to position it within the category, and to create a range of tools for the brand’s online communication along the way.
Starting from a desire to cohesively link the various artists and producers with the company, we worked with live music performance software that’s typically used by VJs. Using the artists’ promotional portraits and their tracks as raw material, we generated an array of variations where images were programmed to react to the beat of the music, thus creating a collection of artworks that incidentally conjured up the textures normally seen in opal stone. For the logotype we focused on the capital ‘O’ of the brand’s name, a geometric element that is often linked to perfection, and warped it to bring it closer to the shapes seen typically in soundwaves. Categorization of artists and tracks relied on a series of spec sheets designed to deliver information in a tidy manner, making the most of the project’s digital nature while still managing to evoke the feeling of digging among crates of records. This altogether clean and delicate appearance was balanced with a choice of typefaces that stands highly in contrast, and adds some hierarchy and nuance to the mix.
This set of choices leads into an identity that’s rich and can be scaled organically: a visual language that stands out from the industry clichés thanks to its artistic edge, which allows for varying levels of visual expressiveness depending on the intensity of the music and the way images are transformed by it.