The document outlines a rebranding project for the company KeyToSound. The goal was to rebrand the company from a generic software company to one with a "rockin', bad-ass" image that supports a lifestyle of making rock music. The new branding incorporated a distressed keyboard logo in black and orange colors. Concepts were developed for the logo, product logos, website, packaging, manuals and advertising. The final branding features a distressed logo and uses the distressed design element to symbolize a battle-tested company.

1. KeyToSound
Rebranding an Identity
Jason Wolf ©2016

2. Scope of Work
Project Brief
Scope: To rebrand the company in order to have a more impactful, recognizable look
and feel.
KeyToSound develops software music instruments, sound effects and audio tools for
music creation and production. KeyToSound is known for its innovative technologies in
the Music Industry.
I was asked to create a look that had a harder edge to it. The founder wanted a more
“Rock n’ Roll” look with edgy and risky elements to it. Like a Harley Davidson
motorcycle, it can sound mean, but the build quality and durability of the engine is a true
work of art.
It was my goal to rebrand KeyToSound’s look from a generic software company to a
rockin’, bad-ass company that demands recognition. The brand had to support the
lifestyle of making music that rocks.
Logo Requirements:
• Incorporate a keyboard
• Have a distressed look
• Black & orange color palate
Five Adjectives:
1. Edgy
2. Strong
3. Descriptive
4. Unique
5. Memorable
Original KeyToSound Branding Material
Jason Wolf ©2016
Client: KeyToSound
My Role: Marketing Manager
Work Performed: Art Direction, Technical / Creative
Writing, and Consultation
Artist: Jeff Drew
Status: Retired.

3. Pre-Existing Brand
Although there wasn’t anything wrong with the original brand, it just didn’t seem genuine.
Whenever people are staged like this, the viewer critiques everything in the image, coming
to the conclusion that “this is fake” and these people are not using the product. That
perception of the brand creates distrust right away.
The original concept for this brand was to have an “Apple” feel, showcasing the people
using the product, like the iPod commercials. This branding didn’t have the same influence
though and as a professional Audio Engineer who would use this product, I knew the
branding had to change if the product was going to be successful.
Jason Wolf ©2016

4. Existing Logo
The existing KeyToSound logo was precisely designed. It has that
“Danish Design” element to it as it should because this company was
based out of Denmark. It looked sharp at any size, it looked great in
black and white, and was sleek. There wasn’t anything technically
wrong with this logo at all, it just didn’t support the identity the found
was calling for. It didn’t support the desired brand. I felt as though
the logo could have been used for a magazine or an educational
tutorial section, not a lifestyle of creating music.
Jason Wolf ©2016

5. Brand Development
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6. Company Logo Concepts
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7. Final Logo
Jason Wolf ©2016

8. “Distressed”
The distressed elements of the brand
symbolize a “battle tested” company that
has pioneered innovative technologies.
The distressed elements show that the
company and product stand the test of
time.
My research had shown that the
distressed look had never been used for
software packaging.
Jason Wolf ©2015Jason Wolf ©2016

9. Product / Tech Logo Concepts
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10. Product Logo Finals
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11. Product Logo Finals
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12. Technology Logo Finals
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13. Brand Integration
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14. Website
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15. NexSyn Packaging Mock Up
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16. NexSyn Packaging Final
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17. Production Pack Packaging
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18. Manuals
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19. Advertising Components
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20. Jason Wolf
Marketing Producer // Business Strategist
Skype: jsnwolf // www.jsnwolf.com // (505) 264-8008
Jason Wolf ©2016