LOS ANGELES, USA — Inclusive motion design studio BIEN unveiled its latest work for the launch of new sound design studio, Quadriphonic. BIEN worked in close collaboration with Quadriphonic Founder David Jeffers to create the personal brand identity, designed with the potential to evolve in line with the studio.
Quadriphonic began after a life-changing accident in 2011 rendered former mechanical engineer David a quadriplegic. His long recovery changed his relationship with music and sound, whereby losing his ability to move heightened the way he processed and recognized different sounds. Reconnecting with his love for music production, ‘90s beats, and the work of J Dilla, David shifted his career path, setting his sights on sound design.
In crafting Quadriphonic’s branding, understanding the story behind the company was vital. To ensure that the new branding remained true to the ethos of the company, the BIEN team immersed themselves within David’s world, learning about his influences and ambitions. Having settled upon the core message that “David is Quadriphonic and Quadriphonic is David,” BIEN chose to reflect David’s identity as an African-American engineer turned sound designer and a true J Dilla fan through a classic Helvetica Neue font with a few “off-kilter” elements.
After aligning the brand goals with the business goals, BIEN devised a bespoke strategy for David. Leading with empathy, BIEN strived to ensure that it would be lean and light enough for David to manage on his own, custom-fitting it to his unique needs.
In addition to brand development and identity, BIEN has also created a short teaser film, a 25” trailer, and a longer brand film that delves into the intricacies and details of the Quadriphonic identity.
This project marks the second collaboration between BIEN and David, having previously worked together on a project for the Paralympics, which won David an award for the best sound design of the year.
Hung Le, Partner and Creative Director of BIEN, commented, “As an inclusive motion design studio, BIEN believes strongly in the power of actions. Not just promises and feel-good efforts, but real measurable outcomes when it comes to promoting talents from underrepresented groups. Quadriphonic is a brand we believe in because we believe in David and his ability to achieve great things. We wanted to give David a brand identity that reflects him as a unique individual, an African American engineer turned sound designer, and a true J Dilla fan.”
David Jeffers, Founder of Quadriphonic, added, “It was time to make it official and introduce Quadriphonic to the world properly. I knew that BIEN could understand where I was coming from and what I was trying to represent as a brand. I’m looking forward to the future, and hoping to work on live-action projects and music composition with this new branding behind me.”
