2019 - 2020
Until this product hit virtual shelves, Slate Digital was best known for virtual recreations of popular analog hardware, drawing a dedicated user base of audio engineers who are nostalgic for a time when analog reigned supreme. Infinity EQ, Slate Digital's cutting-edge equalizer, targets a new generation of producers. Emphasizing swift workflows, competitive DSP features, and a sleek UI design, it caters to Gen Z and Millennial preferences. With a team of four, I spearheaded the transformation of its narrative and visual language, creating an inspiring experience and interface.
My Role
Creative Director, User Experience Designer, User Interface design, Graphic Designer, Music Production
Team
Jordan, Co-Creative Director
Chris, Production
Thanos, Product
Slow Blink, Video Production
Drew Gilbert, Music Production
Slate Digital's expertise in replicating analog products through meticulous DSP emulation faced a unique hurdle with the Infinity series, the first product without a preexisting brand. As the Creative Director, my challenge was to design and develop a d brand that captures the essence of the Infinity series could be, presenting the question: How can we deliver a cohesive user experience for a modernized product without pre established brand elements, while upholding the standards set by previous projects with defined brand identities?
In collaboration with CTO Fabrice Gabriel and CMO Steven Slate, my initial investigation delved into Slate Digital's user base data and market trends. It became evident that while the All Access Pass had achieved significant success and steady growth, the predominant user demographic consisted of seasoned audio engineers (late thirties to early 60s). These professionals, well-acquainted with analog emulations, formed the backbone of the user base. However, anticipating their eventual retirement or inability to sustain their trade, it became imperative to shift focus toward attracting and retaining a younger, more diverse audience.Recognizing that the infusion of fresh perspectives is not only vital for the company's sustained success but also instrumental in advancing music production and modern genres, the question emerged: How do we appeal to and retain a younger demographic of emerging producers?
To address this, I spearheaded competitive research, evaluating 10 leading parametric EQs such as Fab Filter’s Pro Q3, Equilibrium, Spectre, Channel EQ (Logic X Pro), and EQ Eight (Ableton Live 10). To efficiently gauge effectiveness, uniqueness, and design quality, we developed a set of criteria for evaluation. These criteria included:
Throughout several design sessions, I spearheaded the development of mood boards, initially exploring concepts related to the word "infinity." As we delved into competitors' brand assets, key cultural phenomena, psychological studies, and insights from the Harvard Business Review (HBR), a notable correlation emerged. We identified a connection between creativity, the sense of awe/wonder, inspiration, and space.
Inspired by this revelation, we drew from the vastness of space and incorporated high contrast to elicit a profound sense of awe and curiosity. Our aim was to create visuals that mirrored the inspiring experience of an astronaut witnessing Earth from space for the first time. Going beyond the plugin's utility, our vision was to imbue users with a sense of limitlessness and inspiration as they engaged in their auditory creations.
We also took note of the correlation between modern genres, dark mode, and vibrant colors. We wanted to apply a bit of this visual logic but pair it with intuitive information system that was a useful as it was beautiful. Our solution, for every audible frequency, we assigned a specific color based on its location on an X&Y grid. Now, when applying curves to specific frequencies, we were able to define an informative visual system that is responsive to the user’s commands in real-time.
Once we pitched got approval for the product concept, we began translating the thinking into a visual language. Initially, we felt as the though the grid on the XY plane was very informative and helpful when identifying frequencies, we also felt liek the subsequent grid of squares made the UI felt boxy and antiquated. Instead, we developed an icon that hinted towards the grid while taking inspiration of a twinkling star. It also represented a “+” icon, as clicking anywhere in this open area could create a new curve of the user’s choice. We placed these only where lines would initially intersect, creating a new type of grid.
This symbol and vibrant color scheme also became the corner stones of the branding. We applied the star shaped plus sign to the EQ letters as well as the spectrum of colors present in the GUI. To showcase, the product online, we draw a specific frequency curve that showcased the many colors in full affect (of course making sure the curve was something likely to be done by users).
This symbol and vibrant color scheme also became the corner stones of the branding. We applied the star shaped plus sign to the EQ letters as well as the spectrum of colors present in the GUI. To showcase, the product online, we draw a specific frequency curve that showcased the many colors in full affect (of course making sure the curve was something likely to be done by users).
Expanding the vision into the physical world, we collaborated with production powerhouse, Slow Blink, to tell a story of Skylar, a young creative woman, making music at her home studio. With hours of treatment-writing, storyboarding, planning, and pre production, we shot this trailer one cold December evening. Shortly after Skyler enters her apartment, Infinity EQ takes over her power-grid, controlling her lights, and guiding her into an Alice-like digital rabbit hole while transforming her recent production with expressive and creative EQing.
Infinity EQ was released in Februrary of 2020. Reviewers have said it has a “fast intuitive workflow for precision editing”. Music Radar posted headlines saying, “Slate Digital goes all Black Mirror as it launches the Infinity EQ plugin” referring to the both the UI design and the “lavish intro video” “Slate Digital goes all Black Mirror as it launches the Infinity EQ plugin”. The success of this plugin meant great returns on invest for Slate Digital and also won me a promotional and the chance to build Slate Digital internal design team from ground zero.
Reviews
White Sea Studio
Production Expert
One of the most gratifying aspects of this journey was co-producing the Infinity EQ trailer including the treatment, film capture, and music production — a collaborative effort with Co-Designer Jordan. Together, we crafted a concept that aimed to showcase the vibrancy and inspiration inherent in working with Infinity EQ. Assembling a talented team of creatives, we explored the visual narrative on set, experimenting in real-time to capture the essence of the project. Managing the intricate details of editing, animation, and sound, we made sure the video highlighted several features of the product, while avoiding any overly technical callouts. We specifically wanted a purely emotional response! The trailer's success in generating excitement was complemented by an additional informative video, strategically designed to educate our audience about the innovative capabilities of Infinity EQ. Witnessing the community's enthusiastic response was amazing.
Guiding the UI development from ground zero to a fully-realized product within just a few of months, including rigorous beta testing, was a testament to the intensity and effectiveness of the team's collaborative efforts.
Furthermore, the project illuminated the process of translating company goals into comprehensive branding strategies. This not only extended into UI design but also permeated through website design, video trailers, tutorials, and the creation of two distinct design systems. These systems were made to ensure their flexibility and ability to integrate into several future product releases.
During the initial phases of UI development, I had the unique opportunity to travel to Grenoble, the home base of our development team. There, I conducted a two-day presentation on branding. This session served a dual purpose: to educate the team on the intricacies of branding processes and to motivate them as they navigated uncharted territory for Slate Digital. The experience highlighted the importance of alignment between branding/UI design and development, fostering a cohesive approach that resonated throughout the entire project.