A streaming service for classical music with outstanding features like curated expert background stories and an extensive video library. Working for the agency Milk, I was responsible for the creation of key visuals, web design and iconography for this project.
From the very beginning takt1 aimed to address both long-term enthusiasts and classical music newbies. Its visual identity therefore needed to be distinctive and evoke curiosity, while at the same time incorporating traditional elements.
In the composed key visuals, musical instruments are shown from a rather abstract perspective. The artworks contain familiar elements from the classical music world, but due to the manipulation feel equally unfamiliar at the same time. This change of perspective brings a fresh breeze.
For the composition of these visuals, a custom tool was especially developed for the project. An ordinary image of a musical instrument is loaded into the software, which then automatically generates up to nine kaleidoscope-like artworks to choose from. This is done by intelligently selecting multiple fragments from the original image and passing them through a manipulation unit.
Typography & Icon Set
To address both long-term listeners and newbies, a classic serif typeface (mainly for large, bold headlines) has been combined with a modern typeface without serifs (for markup and body text). A custom designed icon set completes the package.
The various creative components are brought together in the web design. Besides several landing pages, the internal pages for logged-in users were created as well.