Beats Colaberation (Amara)

Client - Beats by Dr. Dre
Branding Headphones with a cause, enabling them to be different from the rest.
Creating three headphones within the brand, each with a unique and inspiring story.

BRAND MISSION

We are partnering with the UN women to bring education to young girls in India, Colombia & Kenya. 50% of the money goes to the cause.

MISSION STATEMENT

Headphones are active tools of modern communication that can be used to inspire young women through unheard stories about female revolutionist, warriors and activists.

While concepting the logos it became clear that they had to stay within the constraints. Beats signature logo is the lower case "b" inside a circle. So I knew Circles had to be the uniting force. In these first roughs I centered the theme around the Sun, Moon and Earth. 

DURAR

This means endurance in Spanish and for this headset we chose the Colombian revolutionist Policarapa Salavarrieta also known as La Pola. She offered services as a seamstress to the royal households where she spied for the patriots. A flag of revolution and a sewing needle is nested in the center of a sun.

ZIDDI

A Hindi word meaning Stubborn. This headset is for Indian conqueror Rudramadevi. She was one of the very few women to rule as monarchs in India and she did so by portraying her public image as a man. For this great ruler, who led her armies through many victories, we chose a sword nested in a moon.

HESHIMA

Honor, a word that best describes Wangari Maathai, a social, environmental and political activist from the country of Kenya. She was the first African woman to win the Nobel Peace Prize. Maathai was also the first woman in East and Central Africa to become a Doctor of Philosophy. Large leaves meant to represent Earth decorate a Kenyan shield.

First Version

Coming with the over all look and feel of the piece proved to be the hardest but most rewarding. Trying to keep it fun and colorful but trying not to lose the audience by appearing too childish.