Sounds rebrand
Sounds rebrand
A brand concept for Haarlem’s independent music specialist, translating record-store culture into identity, digital design and physical touchpoints.
My Role
Branding & Identity Design
Website Design
Motion
Credits
Peter Marinello Gutierrez
Year
2025
Client
Personal Project
Theprojectataglance
Theprojectataglance
SoundsHaarlemisabrandconceptforanindependentrecordstore,builtaroundtheideathatmusicissomethingyouplay,share,hearandcelebrate
SoundsHaarlemisabrandconceptforanindependentrecordstore,builtaroundtheideathatmusicissomethingyouplay,share,hearandcelebrate
Project Disclaimer
This project is an independent conceptual exploration. It is not final, approved, commissioned, or official work by Sounds Haarlem and should not be interpreted as representing the organisation’s current brand, products, or communications.
What I did
Defined brand & design values.
Defined brand & design values.
Created the concept "Where music is home."
Created the concept "Where music is home."
Explored logo, typography, color, photography and visual system.
Explored logo, typography, color, photography and visual system.
Applied the identity to merch, packaging, signage, receipts and website mockups.
Applied the identity to merch, packaging, signage, receipts and website mockups.
Design Challenge
Design Challenge
Design Challenge
The challenge was to translate the feeling of an independent record store into a clearer visual identity. Sounds Haarlem already has cultural value as a local music place, so the design needed to respect that character instead of making it feel too polished or corporate. The identity had to feel musical, local and flexible. It needed to work across expressive brand moments, such as posters or merch, but also quieter practical moments, such as receipts, packaging and website screens.
The challenge was to translate the feeling of an independent record store into a clearer visual identity. Sounds Haarlem already has cultural value as a local music place, so the design needed to respect that character instead of making it feel too polished or corporate. The identity had to feel musical, local and flexible. It needed to work across expressive brand moments, such as posters or merch, but also quieter practical moments, such as receipts, packaging and website screens.
I started by defining the brand values: passionate, curious, sincere and open. These helped me understand the emotional side of the brand. I then translated those values into design values: confident, musical and humble, which gave the visual direction a clearer foundation. The main concept became "Where music is home." From there, I explored typography, layout rhythm, color, logo behavior, photography and physical applications. I tested the identity across tote bags, stickers, packaging, signage, receipts, flags and website mockups to see whether it could work as a complete system.
I started by defining the brand values: passionate, curious, sincere and open. These helped me understand the emotional side of the brand. I then translated those values into design values: confident, musical and humble, which gave the visual direction a clearer foundation. The main concept became "Where music is home." From there, I explored typography, layout rhythm, color, logo behavior, photography and physical applications. I tested the identity across tote bags, stickers, packaging, signage, receipts, flags and website mockups to see whether it could work as a complete system.
My Process
My Process
My Process
The Result
The Result
The Result
The result is a warm and flexible brand concept that turns Sounds Haarlem into more than a place to buy records. It becomes a place where music is discovered, shared and celebrated. This project shows how I approach branding through both strategy and atmosphere. I used values, concept development and visual testing to create an identity that feels expressive without losing its local character.
The result is a warm and flexible brand concept that turns Sounds Haarlem into more than a place to buy records. It becomes a place where music is discovered, shared and celebrated. This project shows how I approach branding through both strategy and atmosphere. I used values, concept development and visual testing to create an identity that feels expressive without losing its local character.
