Project:

Logic Pro X: make it cute ;)

Summary:

Developed a mock campaign for Logic Pro X, Apple’s flagship digital audio workstation, centred on inclusivity and representation in audio production. The project explored how traditional DAW interfaces and audio production branding reinforce male-dominated design norms, proposing a reimagined platform that empowers underrepresented creators through customisation and visual diversity.

The campaign featured three promotional elements: a physical product, an app icon, and a software interface update, accompanied by digital assets for social media.

Roles:

Brand strategy, Campaign Design, Product Design

To position Logic Pro X as the most adaptable and visually inclusive DAW by introducing full workspace customisation that empowers users to express their personal aesthetic.
The campaign aims to move beyond male-oriented design conventions in audio production and establish Logic Pro as the platform that champions individuality and creative freedom for all creators.
The gender ratio for users of Logic Pro and other digital audio workstations (DAWs) tends to skew heavily male. In the broader music production and audio engineering industry, studies have shown that women make up approximately 2-5% of audio engineers and producers. While there isn’t specific, up-to-date data for Logic Pro alone, it’s generally estimated that over 90% of DAW users are male.
Primary Users:
- Professional Music Producers and Sound Engineers
- Aspiring Music Producers and Hobbyists
- Film, TV, and Game Audio Composers
- Icon / Favicon
- Software Update
- Limited Edition MIDI Interface
- 9:16, 4:5