(School Project) Opening in 1997 in a modest retail space in Seattle’s Fremont Neighborhood, Sonic Boom quickly became a hub for the local music community, playing a pivotal role in the growth of Seattle’s emerging indie rock scene. The store hosted live performances and meet-and-greets with artists such as Death Cab for Cutie, The Shins, and Sleater-Kinney. To this day, Sonic Boom remains dedicated to curating, uplifting, and celebrating Seattle’s vibrant music scene.
Sonic Boom's current branding lacks the ability to fully convey its personality or effectively leverage the digital space to engage its audience. My goal was to modernize the brand in order to embrace the digital era, expanding its reach to the next generation of music enthusiasts.
I refined the logo into a simple, standalone symbol that feels both modern and iconic. To create a cohesive design system, I used a minimal, recognizable color palette. By incorporating texture overlays, film grain, and black-and-white photography, I preserved the rough, edgy, nostalgic vibe that Sonic Boom is known for. This approach maintains a connection with long-time supporters while updating the brand to engage new audiences.

I began with in-depth research to understand the target audience, industry landscape, and cultural context—laying a solid strategic foundation. Then I explored tonal territories to define the emotional space the brand should occupy, and identified key brand characteristics that would shape its visual direction. Mood boarding helped translate these ideas into a clear visual language, capturing the look and feel of the brand. From there, I crafted a mission statement that articulated the brand’s purpose and a promise statement that highlighted its unique value. With the strategic groundwork in place, I moved into sketching—experimenting with form and typography. Through multiple rounds of iteration and refinement, the brand identity evolved into something expressive, intentional, and ready to connect with its audience.

Brand Guide