PROJECT

WAV Brand Guidelines

ROLE

Director, Product Design

SUMMARY

WAV's set of rules that explain how the brand works and how it should be represented.

ABOUT WAV

WAV Media was a music tech startup with the mission of empowering music creators through an artist-first commitment. By combining innovative technology with a network of aligned industry partners, labels, and advisors, WAV Media offered real benefits to advance artists on their journey.

Through the WAV app, artists could create unique, interactive experiences and video content that allowed them to reach more of the right fans. Fans, in return, harnessed the power in defining who’s next in music. WAV Media was backed by Naver, South Korea’s largest tech company.

CHALLENGE

WAV had a logo but not a brand. We sought out to build a brand based off of the music community and things that our users respond to. The result allowed us to build the brand within all aspects of the company, from product design to marketing, to our video content and real-life events.

The WAV Brand Guidelines:

1) Mission
2) Values
3) Attributes
4) Logo Usage Guidelines
5) Colors
6) Font
7) Typography
8) Photography
9) Principles
10) Voice & Tone

MISSION

We amplify the potential of every music creator.

WAV Media combines innovative technology and a massive distribution network to elevate music creators to the next level in their career. We’re about real opportunities for a better tomorrow with rewards that can be unlocked today, and a deeper connection with fans, who can help them turn that key.

VALUES

WAV Media believes in artists’ ability to grow independently with the support of a community that can legitimately move the needle for them. For artists, we provide an ecosystem filled with useful data, career-defining connections, and tangible rewards­—giving them the freedom to be creative. For fans, WAV Media gives the opportunity to discover new artists.

AUTHENTIC
Authoritative, legitimate, trustworthy

EMPOWERING
Supportive, respectful, creative

DISRUPTIVE
Innovative, revolutionary, exciting

WAV Logo Refresh

LOGO

The original WAV logo was much too thin to hold adequate weight within compostitions, and got lost at small scales. The CEO did not want us to change the logo, so we increased the weight of the letters and put the logo within a circle to give it more weight.

The WAV logo is encapsulated in a circle representing the creative community within the WAV platform.

Old WAV Logo

LOGO USAGE GUIDELINES

The logo is centered vertically and horizontally inside the circle. The space between the logotype, and the outer left and right parts of the circle is measured by the macron in the logo.

Preserve the integrity of the logo. Ensure that there is enough negative space around it when using texts near it. It is required to use the macron to measure the distance from where the logo ends and the text begins.

COLORS

The WAV color palette is primarily neutral to allow the content and artist to be the focal points. Main call-to-actions are represented with the WAV Yellow. The WAV Cyan is used minimally as an accent color.

FONT

Gibson
We use Gibson as our primary font because it is modern, clean, simple, bold, direct, and easy-to-read. We primarily use the regular and semibold weights. We use the light and bold weights sparingly. The bold font should only be used in display text in social and advertisements. Never in the user interface.

TYPOGRAPHY, TEXTURE & LAYOUT

WAV typography draws inspiration from layouts and treatments found in the streets, concerts and festivals.

PHOTOGRAPHY

Artists
Artist photos are shot in candid and in-the-moment compositions. While the artist should be the main focus, there can be some visual noise that help tell what the artist is currently doing. In order to capture raw moments, the artist’s face should show emotion and passion. Stay away from ultrapolished portraits.

Lifestyle
Lifestyle shots help portray behind-the-scenes, on tour, in studio, or doing whatever they love. They should showcase personalities, relatable activities, and light-heartedness. Consider the relation between the artist and the fan.

Crowd Shots
All crowd shots should be candid. Artists’ faces are not needed if they can be recognized from silhouettes. The focal point of the photo should be large enough to take up 50% of the canvas while still capturing the energy of the crowd.

Events
All events must capture the artists’ interaction with their fans. Behind-the-scenes photos must capture the essence of an artists’ life.

PRINCIPLES

We design to empower by providing tools and stories that encourage discovery.

We do this by:
• Showcasing the artist journey and their success stories. 
• Supporting the artists in anyway possible. 
• Encouraging interaction between artists and fans.

We design with authenticity as nothing is made up.

We do this by:
• Being truthful about what we can and cannot do for our artists and fans. 
• Talking about what we’ve done, not what we’ve yet to do. 
• Being true to our mediums, understanding our opportunities and limits.

We design disruptively by knowing the rules and when to break them.

We do this by:
• Identifying problems that haven’t been solved and being the first to solve them. 
• Creating things that are unexpected. 

We design holistically by thinking about the artist and fan experience in all aspects of their lives, even ones outside of interfaces.

We do this by:
• Maintaining a consistent voice and visual design. 
• Understanding the discovery process for both artists and fans. 
• Educating ourselves on new technology.

We design with a purpose by building a platform that is useful, fun and easy-to-use.

We do this by:
• Knowing why a feature is needed before we build it. 
• Testing, measuring, and improving what we build. 
• Using minimal design, letting the artist and content be the focal point.

We design for everyone—artists, fans, and partners.

We do this by:
• Communicating in a clear, effective way for those that know tech and music, and those that don’t. 
• Removing any barriers to our services. 
• Recognizing that artists, fans, and partners deserve our consideration and thoughtfulness.

We design in context by communicating with a clear voice, at the right time, in the right way.

We do this by:
• Understanding the market, technology and our business goals. 
• Evaluating the whole ecosystem for artists, fans, and partners.

VOICE & TONE

We empower music creators and inspire fan discovery.

We aim to communicate with our artists and fans through candid and encouraging language that reinforces our artist-first commitment.

VOICE

WAV’s voice is confident, informal, simple, and optimistic. Our priority is explaining our on- and offline benefits, while helping artists and fans navigate our platform.

WAV's voice is:

Confident but not bombastic
This:  WAV connects you with the best artists you’ve never heard.
Not this:​  WAV makes Soundcloud look like child’s play.

Simple but not dumbed down
This:​ Insights help you understand what your fans are into.
Not this:​ Insights are numbers and statistics, also known as analytics or data.

Fun but not silly
This:​ Get your umbrella, because it’s raining new tracks. 
Not this:​ We got new music. Yeah boiiiiii!

Colloquial but not slangy
This:​ We’ve got you.
Not this:​ This is lit AF.

 Inclusive but not overbearing
This:​ Music for everyone.
Not this:​ Music for all, because we’re equal in every single way.

Expert but not alienating
This: ​WAV’s A&R team has decades of experience in the recording industry.
Not this: ​WAV’s A&R team is looking for one-in-a-million artists, the kind that only come around once in a lifetime.

TONE

WAV’s tone is passionate, genuine, helpful, and positive. The tone can change slightly based on the type of communication (i.e. in-app versus customer response templates), but always maintains a friendly, clear voice.

● Use active voice as opposed to passive. "Our artists bring...”
● Avoid slang or trendy terminology – it reads as inauthentic
● Use 1s​ t​ and 2n​ d​ person plural pronouns (We, Our, Us, You, Your)
● Avoid profanity or using symbols in place of profanity

LEXICON

Always
●  Fans
●  Artists, Creators
●  Live stream

NEVER
● Users, Customers
● Talent
● Livestream

GRAMMER

When in doubt, use proper grammar and default to AP Style for all copy. Fragments are acceptable if they support conversational language and are in the interest of character count. Omit the period at the end of a headline or title. Limit ampersand use for titles only. Use the oxford comma and avoid semicolons and ellipses.

TYPES OF COMMUNICATION

In-App Content

Fan’s Need State:​ Searching for new content; learning how to use the platform
Tone:​ Simple, supportive, positive
This: ​Check out this quick video on how to upload media files.
Not this: ​Watch: Uploading Photos
This: ​Couldn’t make it to Coachella? We’ve got you. Check out every performance from the WAV stage here.
Not this:​ Watch clips from Coachella here.

Website Content

Fan’s Need State:​ Looking for more information on WAV; accessing desktop-only tools.
Tone:​ ​Simple, supportive, encouraging, positive
how to upload media files.
Not this: ​This feature is unique to the desktop version of WAV. For more features, download the WAV app.
This: ​Couldn’t make it to Coachella? We’ve got you. Check out every performance from the WAV stage here.
Not this:​ You can only upload content on our website, not through the app.

Email Blasts

Fan’s Need State:​ Curious about news and announcements
Tone:​ Lively, encouraging
This: ​With our new animated stickers, your personality will shine in all your digital gifts.
Not this: ​Here are our new digital gifting features.

Website Content

Fan’s Need State:​ Looking for more information on WAV; accessing desktop-only tools.
Tone:​ ​Simple, supportive, encouraging, positive
how to upload media files.
Not this: ​This feature is unique to the desktop version of WAV. For more features, download the WAV app.
This: ​Couldn’t make it to Coachella? We’ve got you. Check out every performance from the WAV stage here.
Not this:​ You can only upload content on our website, not through the app.