INDUSTRY:
Music
CLIENT:
SoundCloud
YEAR:
2024
TEAM:
Jack Hemphill & Emilee Foster
SoundCloud Rebrand
about.
Be the First is a rebranding campaign for SoundCloud that celebrates individuality and discovery in the digital age. The project repositions SoundCloud as a creative hub where artists and listeners connect through shared sound experiences. Designed for Gen Z and young millennial audiences, the campaign captures the platform’s fearless, community-driven energy while encouraging users to explore new music, share their own, and “be the first” to uncover emerging talent.
Through bold visuals, interactive digital touchpoints, and experiential ideas like CloudRovers, Bluetooth-enabled SoundCloud speakers placed in public parks. The campaign bridges technology and creativity, making music discovery a shared, playful experience.
challenge.
The primary challenge was redefining SoundCloud’s identity in a market dominated by curated platforms like Spotify and Apple Music. While competitors focused on mainstream music, SoundCloud’s strength lies in its raw, unfiltered creativity. The team needed to communicate this distinction through a unified visual and strategic direction—one that felt both innovative and authentic to independent creators.
Balancing the campaign’s visual energy with usability and brand coherence required careful iteration. Establishing a consistent color system for genres, while maintaining SoundCloud’s spontaneous aesthetic, was a key creative hurdle.
result.
The final campaign successfully modernized SoundCloud’s image while amplifying its original mission: empowering creators. Be the First presents SoundCloud as the ultimate space for self-expression and sonic exploration. The proposed activations, ranging from interactive outdoor experiences to digital engagement tools, demonstrates how the brand can grow its community through creativity and innovation.
By aligning message, visuals, and audience insight, the campaign delivers a refreshed identity that feels bold, inclusive, and undeniably SoundCloud.
