Client: San Francisco Symphony
Year: 2014
Typefaces: DIN Pro, Pea
Deliverables: Identity and branding scheme

Branding for SoundBox, an experimental music space launched by the San Francisco Symphony. The goal was to present interesting music to an audience that normally doesn't attend traditional classical concerts. The challenge was to create an identity that was strong enough to introduce a new concept to San Francisco's music scene, and flexible enough for a popup venue that changes for every show. The actual space was an industrial backstage rehearsal room that was converted to a nightclub-style music hall.




The SoundBox identity is flexible, like the venue, to allow many formats and variations. Four walls contain the content, reflecting the simplicity of SoundBox as a space. The open corners show its accessibility. Text is set in DIN, reflecting the industrial “backstage” qualities of the space and the technical precision of the sound.

The typeface "Pea" by Corey Holmes is used as a graphic element to add activity and excitement within SoundBox's four walls. The letters S O U N D B O X create background textures.

The Website


Teaser Campaign

SoundBox was announced with a teaser campaign consiting of a single web page for ticket presale, plus web ads, and a guerilla marketing campaign of wild postings and sidewalk stencils. Without giving too much detail, these promoted the name "SoundBox," the opening date 12/13/14, and the tagline "A new place for people who love music."

Four animated teaser ads. Imagery was deliberately non-classical but vaguely musical or sound-related. The color scheme is exciting and optimistic. Images are dramatically cropped and non-literal.

Posters and sidewalk stencils appeared around San Francisco a month before opening.



The SoundBox teaser video, extending the visual brand to motion graphics and editing. I also provided copywriting in the SoundBox brand voice.

Digital Ads

Digital ad campaigns.

The App

The website and app were made by the talented designers at Otherwise in San Francisco, under my creative direction.