Client
V2 Records
Services
Marketing & Strategy, Design & Branding
Year
2017
When V2 Records sought to create a new brand that would connect music lovers to expertly curated playlists, they approached me to bring their vision to life. The brand, QRTR, was designed to become more than just another playlist service. It aimed to embody a lifestyle, one that enhances the listener’s musical journey by blending discovery, curation, and quality into a seamless experience across major platforms like Spotify.
I was tasked with creating the logo, tagline, and visual identity that would set QRTR apart in a crowded market. The goal was clear: to develop a brand that not only resonated with its audience but also conveyed an essence of creativity and authenticity. The logo had to be simple, bold, and instantly recognizable, with a visual language that reflected QRTR’s core values of discovery, uniqueness, and connection to a wide range of music genres.
The tagline, crafted to complement the visual identity, needed to communicate the brand’s purpose in just a few words. By zeroing in on QRTR’s mission to curate exceptional playlists, the tagline evolved into something that captured both the spirit of music exploration and the curated experience QRTR promised to deliver.
Developing QRTR’s visual identity was about more than aesthetics—it was about telling a story. From color palettes to typography, each element was carefully selected to evoke a sense of discovery and musical diversity. The brand identity had to be flexible enough to appeal to various audiences, yet distinctive enough to stand out on platforms saturated with playlists. I focused on creating a visual style that felt modern and dynamic, reflecting the ever-evolving nature of music itself.
The result was a brand identity that not only represented V2’s vision but also resonated with music enthusiasts. QRTR quickly became a brand known for its fresh, curated playlists that provide listeners with more than just background music—it delivers an experience. The bold design, paired with a clear and engaging identity, helped QRTR carve out a space in the busy music curation market, connecting listeners with the sounds they didn’t know they needed.
