
I seek to find the quiet marvel within disorganization amid the attention economy
Visualizing sound, space, and spirit—identity for the first spatial sound studio in North America
Studio
FAY
creative Director
ARON FAY
TEAM
Will Ferguson
Devon Merlette
Brand Identity
Motion Graphics
Website
Generative Design Software

Lobe is the first spatial sound studio in North America utilizing
4DSOUND technology for immersive sound meditations, wellness events and deep listening experiences. Thanks to an array of ceiling and below-floor speakers—accompanied by custom vibroacoustic floor panels—Lobe’s visitors are plunged into a visceral experience, engulfed by the ebb and flow of sound throughout the space.
FAY was invited to design a brand identity system with the aim of visually translating how Lobe’s sound technology works. As part of the visual identity system, custom generative software was developed, allowing each letter in the company’s name to move independently in space through animation. The result is a shape-shifting wordmark mimicking the way sound migrates through Lobe’s space.

4DSOUND technology combines custom hardware and software, rendering omnidirectional sound environments that push the boundaries of spatial sound as a creative medium. Inspired by this innovative technology, the visual identity system translates the dynamic qualities of sound into adaptive, flexible visuals that reflect the unique sonic experiences within the space.
A visualization of 4DSOUND traveling throughout the space

Sound artist and Lobe co-founder Kate Delorme working with the 4DSOUND system

A screenshot of 4DSOUND software in which sounds can be programmatically animated and sent anywhere in the room
For Lobe, this software is a source of agency: allowing them to quickly generate their own brand and event-specific digital assets. Using advanced algorithmic systems to determine numerous legible lockup variations, the tool can output nearly infinite logo assets, both still and motion-based. The software was also designed with the ability to be live-synced to sound playing in the studio—controlling the movement of the logo in real time, for example, on their website.
Custom generative design software designed and coded by FAY

There’s no limit to the logo’s possible configurations. Letters programmatically move along X, Y, and Z axes, visualizing spatial sound

A poster translating music and spatial dynamics into a graphic rhythm of elements derived from the system, visualizing sounds and pauses
Motion-based flyers borrow line language derived from the wordmark
FAY advised on the overarching visual theme for Lobe’s website, which was implemented in-house

Here, Lobe’s geometric form language evolves into more complex and event-specific graphics