Client: zithering
Role: Creative Director & Brand Designer
Zithering was born from a desire to redefine talking about music creating an outlet that truly accounts for the symbiotic way music and art sustain and inspire one another.
To differentiate from existing competitors, we positioned it as a more luxurious yet historically grounded brand, one that places cultural context at the service of the listener. Our target audience seeks out independent labels and artists, looking for a connection that feels more tactile and human than the scale of institutions like Rolling Stone or Pitchfork. We aimed to prioritize community, emotion, and inspiration over pure critique or trends.
The brand voice needed to strike a balance: both inspiring and knowledgeable.
For the visual identity, we initially explored motifs from the zither, the stringed instrument that names the brand. However, to equally honour the platform’s journalistic and editorial nature, we pivoted toward a concept evoking typewriter keys and the piano, blending the tactile feel of writing with the rhythm of music.
Riccardo Teresi 