Musixmatch Brand Refresh
OPPORTUNITY
Musixmatch is a technology and data company that has built the world's largest lyrics catalog. The core of its business involves enriching lyrics with metadata, providing users with diverse experiences such as music synchronization, translation, and more. These capabilities have led Musixmatch to form partnerships with renowned brands like Spotify and Apple Music. In 2024, the company expanded its reach within the music industry by launching Musixmatch Pro, a subscription-based product for creators and music labels, prompting a shift in its market positioning.
SOLUTION
As the lead brand designer, I facilitated workshops and research to shape the new company vision: a world where audio content is accessible to all. The brand storytelling is built around the "Words Matter" concept, a powerful hook that reinforces the mission of empowering creators to reach their audience through words (lyrics). Building on this foundation, we redesigned what we call the “brand toolkit” which includes the logo, a design system, image styles, and motion identity. This refresh enhanced accessibility and scalability while creating a cohesive system that resonates with the target audience.
IMPACT
• Brand consistency: established a cohesive brand identity across digital, print, and video content, ensuring a seamless experience across all platforms.
• Accessibility: implemented a fully accessible color palette, improving usability and inclusivity for a global audience.
• Scalability and efficiency: developed a flexible design system that streamlined asset creation, reducing production time by 35%.
• Business: the introduction of the Musixmatch Pro branding played a key role in driving up to 10x revenue growth, proving the tangible business value of the rebrand.
Client: Musixmatch
My role: Brand Design Lead
Design Director: Alessandro Camedda
Product Designers: Marcello Demurtas, Niche Chatong
Ux Engineer: Andrea Zillibotti
Color research: Davide Soranzio
Year: 2024
This project was guided by one principle: evolution, not revolution. This approach helped preserve the brand's legacy while building upon and enhancing existing assets.
The refreshed design system streamlines the agile development of future logos, enhancing production efficiency while maintaining alignment with the overall brand.
As part of Musixmatch's new positioning, we introduced the Line as a key visual element in the brand toolkit. It represents the concept of "cultural content," from lines of lyrics to audio waveforms.
All images were AI-generated and carefully curated, a choice that not only reduced production costs but also aligned with the company's core values, as AI is an essential ingredient in the products we build.
We refined the color palette to align with accessibility guidelines, ensuring it meets WCAG standards for product use. In addition, we created a “highly accessible” extended palette, specifically designed for communication materials.
Illustrations guide users through the Musixmatch Academy onboarding process, serving as a powerful tool to visualize concepts such as lyric synchronization and translations. They also add a touch of playfulness, which is deeply rooted in the brand's heritage.
Curious to see this brand in motion? Explore the partnership with Runway to see how Musixmatch’s motion identity comes to life.