The Sound Initiative
Disciplines
Brand Discovery
Identity Design
Type Design
Web Design
In the mid-1970s, Cambodia went through a horrific genocide under the Khmer Rouge, which killed more than 1.5 million people, most of whom were schoolers, thought leaders, artists, and musicians. After the genocide, the music industry in Cambodia had to essentially start over from scratch, but due to the lack of education, resources, and opportunities, led to a generation where most Cambodian artists would just copy well-known international songs. In the mid-2010s a new moment of original Khmer songwriting started to emerge, led by artists like Laura Mam, Kmeng Khmer, and more, this movement proved to be a liberating moment for the Cambodian music industry.
In 2018, The Sound Initiative was established as a nonprofit organization with the vision to give voice to the next generation of Cambodian audio and performing creatives. The organization offers a focused training program that would help strengthen and advance career opportunities for Cambodian youths.
We redesigned the identity of the organization to better reflect its vision and mission.
The new identity reframes the brand's emphasis on sound, rather than depicting a literal sound waveform, the new logo adopts a more abstract approach, now represented as a quarter circle, this shows how sound can spread and amplify within an enclosed space.
The new logo was also designed to be responsive, being able to condense down to the initials "TSI". The symbol can also be used as a key visual device for all the different collaterals the organization utilizes. The new hero color reflects the TSI's open and gentle nature, while the secondary colors and typography system allow them to be more dynamic and bold in certain situations. Alongside the core brand elements, we also created a suite of social media templates and redesigned their website.
Work with us
[email protected]
+855 (0) 92 717 167
Address
Factory Phnom Penh, B2 #03
#1159 NR2, Khan Mean Chey
Phnom Penh, Cambodia