Songkick: Designing a cohesive and accessible visual identity
At Songkick, inconsistencies in visual identity and branding between products and marketing touch points created ongoing challenges, frustrations and inefficiencies. Our iOS and Android apps were developed independently, each with its own visual style and functionality, while marketing materials followed yet another aesthetic.
Team
Product Designers / Engineers / Marketing / Customer Support / Product Managers / C-Suite
Role
Design Lead
Audit and research
To better understand the scope of our visual identity challenges, we conducted a comprehensive audit of our products, reviewing design patterns, branding inconsistencies, and user experience across platforms. We followed this with a series of cross-functional workshops to surface key pain points, inefficiencies, and aspirations for a more unified system. In parallel, we spoke directly with users to gain insight into how they perceive the Songkick brand today—what resonates, what feels disjointed, and where their expectations aren't being met. These combined efforts gave us a clear picture of where we are, what needs to change, and what a cohesive, scalable design system could help us achieve.
Design and testing
We collaborated closely as a team to explore, develop, and test new directions for our visual identity. From early brainstorming sessions to hands-on design jams, we created space for open exploration and creative input from everyone. Shared Figma files kept our work aligned and accessible, while regular feedback sessions helped us evaluate ideas in real time and stay grounded in both company and user needs. This process allowed us to quickly iterate, refine our thinking, and build a better visual language.
Final system and outcomes
By the end of the project, we delivered a unified brand system that could be used consistently across the company and with external stakeholders. It clearly defined our values, tone of voice, visual identity, and overall personality—helping everyone from marketing to partnerships communicate in a way that felt authentic to us. This alignment was key to building a stronger, more recognisable brand. In parallel, we created a mobile design system tailored to our apps, which brought consistency to the user experience and significantly improved how design and engineering teams worked together. It reduced duplicated effort, sped up implementation, and ensured that users had a more seamless and intuitive experience across platforms.
