Art Direction / Design
Working with Audix microphones presented a very rare, and awesome opportunity to speak to both musicians and studio techs. Unlike headphones, microphones are less about atheistic and more about a personal relationship an artist can have with a piece of equipment. One that can make or break a performance. A microphone is the ultimate connection between them and the audience.
As the Art Director and Designer I wanted to show a connection to the precision, technology and care that Audix puts into every hand built microphone. While also minimizing all the clutter between the artist and the performance. No noise, just pure raw sound.
There was an emphasis on a clean minimal look that identifies the product in a very pure and unfiltered way. However it needed to be dynamic in its simplicity. That it why the microphone floats heroically, as if drawn to the sound.
The audience is savvy and knowledgeable. Therefore, it was not enough to speak to their aspirations. There was a need to speak to the superior technology that makes Audix one of the leaders in the industry. The sounds wave technology graph was a simple yet impactful nod to the left brain thinking of the consumers decision making.
CLIENT: Audix Microphones
AGENCY: Juliet Zulu
ROLE: Art Direction / Design
PHOTOGRAPHY: Brenton Salo