Softube: Evolving a global music tech brand
Overview
As the in-house Graphic and Content Designer at Softube, I played a key role in evolving the brand’s visual identity across digital and print. I developed concepts and executions in collaboration with the Creative Director and built scalable design systems that unified campaign visuals, packaging, and marketing materials across global markets.
Working closely with marketing, product, and sales teams, I helped create campaigns and ensure visual consistency across all touchpoints. I also supported the development of brand guidelines and introduced templates and workflows that improved efficiency and creative quality.
Scope of work
Developed and maintained Softube’s visual identity and brand guidelines.
Created scalable campaign systems and digital toolkits for global launches.
Designed and art-worked packaging, print material, and digital content.
Collaborated across teams to connect strategy and design execution.
Supported and guided designers and stakeholders to ensure brand consistency.
My role
Delivered 70+ product launch campaigns with cohesive design across platforms.
Streamlined production through design systems, improving consistency and turnaround times.
Strengthened brand perception and recognition across digital and physical channels.
Design system approach
Softube’s visual identity had a strong foundation when I joined. My role was to interpret and expand on that foundation across different contexts, ensuring quality, clarity, and consistency.
Over time, my design work helped refine and mature the brand’s expression: early brand assets featured more color and playfulness, while later years embraced a darker, more minimal aesthetic that reflected Softube’s premium positioning and the evolution of its audience.
For a closer look at how the brand came to life in specific campaigns, see the Product release visual identity project.
Implementation
This visual language was applied across a wide range of materials:
Digital campaigns: advertising, product visuals, web pages
Email marketing: product news, promotions, and artist collaborations
Social media: assets for organic and paid content
Print and packaging: product boxes, inserts, and trade show materials
Art direction: for technical and emotional product photography
Each asset was designed to reinforce Softube’s premium brand and quality, creating a consistent presence across every channel.
Digital and newsletter campaigns
A selection of digital campaigns created to promote new product releases and ongoing product marketing , focusing on brand consistency and conversion-driven design.
Social media
Templates and campaign visuals for Softube’s organic and paid channels. Designed to adapt to different products and audiences while keeping a cohesive tone.
Packaging and print
Visual design for product packaging and trade show collateral.
Each box was created to reflect the same premium aesthetic as Softube’s hardware products.
Collaborated with photographers to develop product photography and visual tone for hardware releases. Focused on mood, composition, and lighting direction, to produce technical and more emotional product shots.
Art direction: Product photography
Selected short-term campaign visuals where I explored a more distinct design and pushed the brand creatively.
Campaign highlights: Extending the brand
Valentines Day campaign design and social media concept.
Social media post for the International Women's Day.
Christmas newsletter for loyalty customers, offering them an extra discount.
Product release visual identity, here as a social media story.
Outcome
This ongoing visual refinement and production helped strengthen Softube’s brand recognition and streamline content production across the company. The materials I created supported more than 70 global product launches and hundreds of marketing assets annually, ensuring a consistent, high-quality identity across all communication.
Reflection
Working in-house taught me how to evolve a brand with intention, finding a balance between creativity and consistency, and how design can both support strategy and inspire new directions.
It deepened my understanding of how a brand is perceived not just through guidelines, but through every piece of content that reaches an audience.