Transforming SOUND’s brand for a sports bar experience
Following the successful development of the brand identity for SOUND, London’s premier live music venue, our client approached us to help bring a new dimension to the space: launching a dedicated sports bar. The sports bar needed to deliver a sports-specific viewing experience within the existing SOUND venue while feeling like an integrated extension of the parent brand.
Our challenge was to evolve the SOUND identity in a way that celebrated the excitement and dynamism of live sport, without losing the essence of the venue’s established visual language. We retained the core SOUND typeface to maintain brand recognition, but introduced a bolder, more animated styling through keylined typography. This small but impactful adjustment gave the sub-brand its sense of momentum and visual punch.
- Visual Identity
- Tone of Voice
- Brand Guardianship
- Menu
- Campaigns
- Print Collateral
To inject energy into the brand communications, we developed a new halftone graphic treatment—a nod to stadium lighting and classic sports visuals—bringing texture, movement, and vibrancy to print and digital materials. These graphic elements were intentionally designed to interact with photography, moving across and behind imagery to create layered compositions that feel as active and dynamic as the games.
The typography and supporting assets were crafted to reflect the fast-paced, high-impact nature of the sports-viewing experience with bold headlines, angled elements, and fluid layouts. Crucially, the identity was built to be flexible and scalable, working seamlessly across in-venue signage, menus, social content, and promotional materials.
The result is a distinct yet connected identity that confidently sets the SOUND Sports Bar apart from the broader venue. It strikes the right balance between brand cohesion and individuality, offering sports fans a vibrant, dedicated space that amplifies the SOUND experience with its unique voice.
