Lobe is the first spatial sound studio in North America utilizing 4DSOUND technology for immersive sound meditations, wellness events and deep listening experiences. Thanks to an array of ceiling and below-floor speakers—accompanied by custom vibroacoustic floor panels—Lobe’s visitors are plunged into a visceral experience, engulfed by the ebb and flow of sound throughout the space.

FAY was invited to design a brand identity system with the aim of visually translating how Lobe’s sound technology works. As part of the visual identity system, custom generative software was developed, allowing each letter in the company’s name to move independently in space through animation. The result is a shape-shifting wordmark mimicking the way sound migrates through Lobe’s space.

For Lobe, this software is a source of agency: allowing them to quickly generate their own brand and event-specific digital assets. Using advanced algorithmic systems to determine numerous legible lockup variations, the tool can output nearly infinite logo assets, both still and motion-based. The software was also designed with the ability to be live-synced to sound playing in the studio—controlling the movement of the logo in real time, for example, on their website.