Identity, website, generative design software and collateral
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.
A visualization of 4DSOUND traveling throughout the space
Custom generative design software designed and coded by FAY
Social media posts using the circular forms found in Lobe’s wordmark
The color palette was developed around a core color called Eigengrau—the color that humans see when we close our eyes.
FAY advised on the overarching visual theme for Lobe’s website, which was implemented in-house
Motion-based flyers borrow line language derived from the wordmark
Chi Hao Chang
Edo Van Breemen
Kate De Lorme