Developing a brand identity involves translating a system of ideas into a graphic form, with the semantic field offering a wealth of imagery and emotions beyond its visual interpretation. To fully capture this richness, we introduce a third dimension — sound.
ESH Playlists, curated by Anna Kolysheva and Violetta Postnova, is an effort to extend the visual identity of our design projects into the sonic realm. The playlists we create complement and enhance each project's character and tone. Think moodboards, but for your ears!
Spotify
YouTube
Anna Kolysheva, co-curator of ESH Playlist, has given us some insight into her work on the project:
Can you describe the playlist-making process? Is it similar to that of a designer's?
AK: Typically, I pick two or three songs that match the vibe of the project. I think about how the project looks, the colors and images it uses, and the overall character of the brand. It's a lot like making mood boards at the start of a project. There, too, everything begins with finding the right references.
What is the team's level of participation, and when do they get involved? How do you make a cohesive playlist together?
AK: I'm curating a playlist with a person who worked on the project. Designers spend hours thinking about the design, selecting references, and creating the logo, so they totally get the mood. Plus, the idea behind the playlist is to blend unique intonations, so collaboration is key! I draw from the designer's playlist, look at the project from the outside, and put together a mix. To keep it fresh, I try to throw in some less obvious tracks alongside more familiar stuff so that listeners don't miss out on the joy of recognition.
Each playlist is a complete, stand-alone work. For every new project, we'll release a playlist on the Spotify streaming platform. Dasha Gadalova helped us create the identity for ESH Playlists:
The idea of a file folder as a main visual came to me as I was trying to think of a way to make an image that would connect the music with the structure of the design project while still allowing me to make a series. The folder stores all of the project's components: logo, fonts, images, description, and, of course, the tracks that best capture its tone and aesthetic. Because each project and everything that went into its creation is stored somewhere in its own file, a folder on your computer, or in the cloud, this metaphor reflects both the working process and the finished product.
Design is more than just solving business problems for us. It's about enriching our lives with the fullness of possibilities. And that's exactly what the ESH Playlists project allows us to do. We're excited to be exploring this unique approach to design and hope you will join us in this experiment.
The Jenёk Playlist: A Dreamy Journey Through Ambient, Acoustic, and Funk
First in a series of ESH Playlists, Jenёk Playlist keeps up with the unique aesthetic of this contemporary fashion brand. Visually, the brand's dynamic, fluid, and versatile nature is encapsulated in eliptical elements, a playful nod to the bags' base design that now also defines its logo and graphics. Sturdy consonants and the paradoxical hue of "mantis spine green" mix perfectly to reflect the brand's signature blend of elegance and carefree attitude, while giving it a fresh and extraterrestrial feel. You can view Jenëk’s design project on the ESH studio website.
ESH Playlist's co-curator Anna Kolysheva tells us more about the Jenёk Playlist:
Who will enjoy Jenёk Playlist?
AK: If you're into ambient music, live acoustic guitar, and funky beats, then this playlist is definitely for you!
What's the playlist all about?
AK: It's meant to be playful yet dreamy, drawing from memories. This mood is influenced by the brand, as the word in the title is an affectionate rendering of the name Zhenya. They also frequently use this dreamy aesthetic in photo shoots, sometimes adding light leaks or strong flash to the shots.
In what ways do certain tracks embody the essence of the Jenëk brand?
AK: The Magic Place by Julianna Barwick sounds like a faded memory. It evokes a sense of wistful nostalgia, reminiscent of the natural elements present in the brand's bags. Meanwhile, Cantar das Kandakinhas by Pedro Ricardo represents a transition between the brand's dreamy and whimsical traits. Harmonic Sounds Band's Untitled Studio Moves further complements this transition, capturing the brand's playful nature with its funky hip-hop sound and brisk tempo, encapsulating the swift and breezy character of Jenёk.
