Elevating a music software icon through harmonized strategy and design for a new generation of producers

Cakewalk, a significant player in the music production software industry since 1987, is known for its flagship product, SONAR - a top-tier digital audio workstation (DAW) recognized for its seamless integration of multi-track recording and editing of digital audio and MIDI. With a rich history spanning several corporate acquisitions, Cakewalk is currently under the umbrella of Singaporean music company BandLab Technologies.

My goal was to elevate this music software icon through harmonized strategy and design for a new generation of producers. The process began with an in-depth discovery phase, combining strategy and design research methods to explore the brand's legacy, current positioning, and future trajectory. This involved engaging with both employees and long-standing customers to capture diverse perspectives and insights.

Based on these findings, a new visual brand strategy for Cakewalk was developed, emphasizing accessibility, inclusivity, creativity, authenticity, and ease of use without compromising on power. The refreshed identity aims to empower the growing demographic of "bedroom producers" who make music from the comfort of their homes. This approach aligns with Cakewalk's aspiration to meet customers where they are, connecting with them in a relevant and authentic manner.

The final deliverable was a comprehensive brand identity and design language adaptable across Cakewalk's product suite and beyond. By unifying strategy and design, the project equipped Cakewalk with the tools to navigate its rich past while steering towards an inclusive and innovative future. This work set the visual and tonal groundwork for Cakewalk to communicate its core values and resonate with both new and existing users within BandLab's creator-first ecosystem.