Visualizing Sound & Place: Brand Design for Earthling

Context & Strategy

Earthling sought to create a different kind of listening experience—one that merged high-fidelity sound with the natural environment. They needed their brand to balance technical sophistication with playful accessibility, while feeling distinctly Bay Area in character.

We developed a strategy that celebrated the unique confluence of ambient music and environmental sound, positioning these gatherings as both meditative experiences and communal celebrations.

Design Process

Our exploration began with deep discussions about outdoor listening experiences, drawing inspiration from Pauline Oliveros' concept of "deep listening." We translated environmental sounds into visual form by creating sonographs of migratory birds likely to be present during the gatherings—making the invisible sonic landscape visible.

The final direction emerged from this dialogue between natural and technical elements, translating the improvisational spirit of Marian Zazeela and Sun Ra Arkestra's typography into a more precise, systematic approach.

Visual System

The final direction emerged from this dialogue between natural and technical elements. The system uses bird call sonograph visualizations as core graphic elements, paired with typography that translates the experimental, calligraphic spirit of 1960s avant-garde music into a more precise, systematic approach—one that resonates with contemporary ambient music culture (rather than simply dwelling in nostalgia). We developed a pictorial mark inspired by the Arecibo Message, creating a playful interpretation that suggests both "earth sounds" and audiophile culture through its cosmic-meets-human form.

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Impact

The brand system has helped Earthling establish itself as a unique voice in experimental music programming. Events consistently reach capacity with extensive waitlists, and musicians actively seek opportunities to perform. The website serves as a growing archive of these gatherings, building community and documentation around this distinctive Bay Area experience.