PROJECT
Sound made visible—identity through vibration.
The creative direction is inspired by cymatics — the scientific study of sound frequencies as visual patterns. Just as music shapes feeling, cymatic patterns show how vibration creates form. This concept became the foundation of SMG’s new identity: a visual representation of sound energy, culture, and connection.
These sonic forms were reimagined through a distinctly African lens, using pattern, rhythm, geometry, and tone to reflect the label’s deep cultural grounding. The identity system speaks in visual frequency, bold, emotional, and alive.
The symbol originates from the form of a vinyl record. By dividing the record into four segments, the design revealed echoes of vibration, repetition, and sound frequency. These elements were arranged into a powerful “S” monogram—an emblem that is minimal, scalable, and immediately recognizable.
Cymatics-Inspired Patterns
The broader visual language builds on two sources of inspiration:
Cymatics: the study of sound vibrations made visible through geometric patterns.
African motifs: bold, rhythmic shapes that express cultural identity.
Together, these references informed a system of repeating patterns that carry the spirit of both sound and tradition.
Each artist provided their own photo to preserve their individuality, and we unified them through a cymatics-inspired effect that mirrors sound vibration, repetition, and frequency. The ripple distortions connect the portraits to the brand’s visual identity, creating a consistent language where every image feels unique to the artist yet harmonized through the energy of music.
A modular design system applied across poster campaigns, digital assets, apparel, merchandise, and social media, adaptable yet cohesive. The visual tone remains bold, rhythmic, and emotionally charged.
