Working with Hornet, Andrew Vucko and his motion team in Toronto craft a clean, kinetic, and modular new motion identity for premium music streaming platform Tidal to work across the breadth of the brand as well as in future campaigns.

Andrew Vucko: “The studio embarked on a six-month study of Tidal, exploring a series of identity treatments to reflect its premium brand and expansive catalog. The team immersed itself in Tidal’s ecosystem, taking in everything across the brand platform, from core assets to previous campaigns.

“Along the way, we looked into various ways of evolving the brand, workshopping how to visualize each aspect through early-stage mood boards, design treatments, and motion tests. We refined our ideas holistically, stress-testing every element and expression against the others to make sure they worked in harmony and made sense to move forward.

“The final asset bank included logos, playlist devices, and campaign messaging with plenty of range to power future applications.”

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Client: Tidal
Associate Creative Director: Nelson Murray
Brand Marketing Leader: Natalie Espinosa
Producer: Christopher Hoover

Agency: Hornet
Managing Partner: Hana Shimizu
Head of Production: Karen Lawler
Head of Creative Development: Kristin Labriola
EP: Ashley Monaghan
Production Supervisor: Dez Stavracos
Producer: Sarah Keshishian
Editor: Eren Gülfidan
Assistant Editors: Minseok Kim & Cole Bannick
Copywriter: Trent Farr
Talent Coordinator: Jon Chun

Production: Vucko
Team: Andrew Vucko, Cass Wesenhagen, John Szebegyinszki, Pedro Aquino, Valerie Bourdon, Fionn Breen