Sounds of Saving:
Designing a nonprofit grounded in the power of music.
America’s mental health crisis is more formidable than ever – but pervasive stigmas still keep those in pain from pursuing the help they need.
Sounds of Saving approached us with the brilliant idea of reaching people in need of mental health support through the one universal salve: music.
Together with founders Nick and Charlie, we came up with a brand strategy centered around finding hope in music. The strategy inspired a dynamic visual identity that takes its cues from famed records and their album covers.
The logo spins at 45rpm. Can you recognize any iconic bands in the type treatment?
The website features exclusive Sounds of Savings performances, with a rotating overlay of colors to represent shifting moods.
High-res imagery features prominently in a nod to founder Charlie Gross’ background as a music photographer.
The business cards were designed to evoke record sleeves – each with its own logo variation.
Featured in AIGA Eye on Design:
“‘One of the things the founders were hoping to achieve is reaching people who might be harder to access through traditional mental health routes like therapy,’ says RedPeak strategist Janet Wlody.’”
In the spirit of offering support to those struggling, we launched the brand on World Suicide Prevention Day.
Local NYC shops graciously donated thousands of records, which we adorned with Sounds of Saving stickers and placed in busy areas around the city.
Anyone who stumbled across one was encouraged to find hope in music.
You’re not alone. If you or someone you know is struggling with thoughts of suicide, get help now: 1-800-273-8255