Case Study

Bringing Back That Low Tempo Trip-Hop

Intent

Music producer Graham How is How Sound. What started with his own love of music, audio production, and everything related to sound eventually evolved into recording and producing his own music on his own label, How Sound Music. Now to get it out there!

Solution

A new font was designed for this project and makes up the logo, and a new website that showcases the artists and the music was developed. The latter contains links to social media, and streaming platforms that play How Sound’s tunes. Other promotional materials were produced for industry events and association accreditation and membership applications.

Result

How Sound has played several venues and events, was accepted into MAPL and SOCAN, and has sold digital and physical copies of the first album though Bandcamp, live events, and word of mouth.

Sidebar: I provide some of the drum tracks on this album and I’m currently recording with Graham for the second album.

Logos

The How Sound logo is a wordmark featuring the How Sound typeface, for which I created the entire alphabet especially for this brand. I got inspired by Graham’s extensive collection of modern and vintage microphones so I had to incorporate that idea into the logo.

Digital

The How Sound website acts as the main portal for everything How Sound. Visitors can find links to all the streaming and purchasing platforms on which How Sound is available, and information on the latest release right from the home page. Once more music is released, this page will also act as a discography.

The News & Events page will feature write-ups about performances, music releases, etc. In the Gallery, visitors can find images and videos. The site also offers the ability to download the How Sound one sheet, and request a press kit (EPK).

There are two main goals for the site. The first is to expose visitors to the music so those who enjoy it can easily stream or make a purchase. The second is to offer information and links to booking agencies for shows and festivals, streaming platforms, broadcast, etc.

Album Cover Design

There is a considerable print component to the How Sound brand. I designed the album covers for vinyl and CD releases using as Graham’s photography as the starting point for all designs.

Additional assets include promotional material such as one sheets for broadcast and festival submissions, press kits, QR code cards for How Sound’s LinkTree, embroidered patches, stickers, gig posters, etc.