The project itself grew to take on a life of its own, starting with the brand positioning, strategy and naming. That all lead to a comprehensive full brand rollout with projects including brand voice, logo family, identity system, marketing materials, merchandise, packaging, booth displays and illustration.

The logo was created following a grid format where a circle was sectioned into quarters, then repeatedly transposed and reflected.

The brand’s original name referred to a significant body of water but didn’t quite capture where the brand was ultimately headed. The word “Sound” carried with it a strong double meaning – relating to the proven science behind everything they do, while also giving a nod to the natural water feature. And so Sound Agriculture was born.

If there was ever a time to apply smart design, this was it. The brand prides itself on a DIY, intuitive approach to problem solving, so creating an approachable visual aesthetic was important. The logomark pulls inspiration from crop patterns, crop growth, and barn quilts – paying homage to the more grass-roots, personal side of agriculture and the growers themselves. It was created following a grid format where a circle was sectioned into quarters, then repeatedly transposed and reflected.

The bold palette is inspired by primary colors to communicate hope, positivity and energy. We contextualized this with a rounded, geometric sans serif that appeals to everyone – from farmer to investor to everyone in between.

AIGA Louisville, Identities/Logos, Honorable Mention 2018

I’m interested in trying to do things that I feel like I have no business doing. Because that was part of what we did as a band. We weren’t afraid to try shit.
Michael Diamond
CANVAS metaballs