Brand Identity & Strategy I A Sound Life

A SOUND LIFE IS A CHARITY FOCUSED ON UPLIFTING PEOPLE IN NEED BY HELPING THEM TO COPE WITH ADVERSITY AND STRESS THROUGH THE POSITIVE PRACTICES OF MUSIC, MEDITATION, AND YOGA.

Client:
A Sound Life

Services:
Brand Strategy
Brand Identity
Art Direction
Illustration
Print & Digital
Marketing

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Context & Challenge7 million people in Australia are experiencing mental health concerns, and with acute medical care as a last resort, preventative tools are mostly out of reach for the people who are most in need.

Established in 2014 by Edo & Jo Mall Kahn, the A Sound Life (ASL) charity changes lives through music, yoga and meditation, with widespread support. However, amidst this growth, a notable degree of confusion emerged both internally and externally regarding the organisation’s core purpose. Originally centred around music, the program had diversified into yoga and meditation, as well as into general and corporate programs for fundraising. The brand had become fragmented and left volunteers and audiences confused. It urgently needed to rediscover its unifying underlying purpose to galvanise the organisation and propel it forward.

Brand PurposeOverall, we aimed to move the brand from a message of ‘what’ to a holistic ‘why’. Insight and Strategy unearthed a strong uniting purpose: beyond helping individuals to heal, ASL empowers them to heal – through the introspective healing power of the heart and mind. “Teaching a person to surf” becomes the guiding principle in helping others live a more resilient and fulfilled life.

By shifting from a ‘practice-led’ organisation to a ‘cause-led’ organisation, the new brand propels ASL from being a charitable organisation to a meaningful social enterprise.

Logo – From Sound to RayGiven the growing support of ASL, we wanted to build as much continuity to the previous brand as possible, whilst supporting the refreshed brand strategy. The brand name was maintained, and the logo mark adapted from the original sound wave to a wholistic cause-led ray symbol that speaks to wellbeing.

Brand IdentityThe visual language is designed around ASL’s warmth and sincerity. The colour palette shifted from a red key colour to embrace a warmer and more harmonious range that still resonates with the original tone. The brand illustrations reflect the organisation’s three core offerings and a human-centric approach, while photography centred on authentic faces and grassroots foundations.

By shifting from a ‘practice-led’ organisation to a ‘cause-led’ organisation, the new brand propels ASL from being a charitable organisation to a meaningful social enterprise.