Soundtrap is an online cross-platform music studio where you can record audio creations and explore extensive collections of beats, loops and instruments. Soundtracks, podcasts or voice overs – the cloud’s the limit. A beta was launched in 2013, already the following year it was featured at Google I/O in San Francisco for its ground-breaking technology and collaborative features. Like many successful startups Soundtrap had grown organically in different directions, presenting the brand with new needs and conditions. SDL got the assignment to help Soundtrap transform from a start-up to an established brand by developing a strategic communicative direction, a visual identity and an elevated brand experience.
By asking the question “What does sound look like?”, abstractions were explored and a new symbol was born that is just as easy as the product itself. It’s a string – and the user directs it.
The new strategic direction and identity are continuously growing into all aspects of the brand – communication, product development, moving image and digital experiences.
As a result of Soundtrap’s efforts, the brand was acquired by Swedish music unicorn Spotify in late 2017, enabling Soundtrap to grow even faster as an endorsed brand of Spotify.