Designer · Graphic Designer
The rebrand to Tones was introduced to carry that legacy into a wider, multi-genre platform, literally ‘tones’ across afro, reggae, R&B, (neo)soul.
I wanted to create something that felt like it was literally in a rotating motion that could stand for how Tones blends genres.
I wanted to create something that felt fresh and exciting, but not ‘new.’ Something that feels like it’s been here longer than it is.
I believe in creating a great setup for my clients.
The Brand Identity features Amsterdam-based designer Sylvan Hillebrand’s rebrand of Paradiso’s long-running hip-hop night Bassline into Tones, a multi-genre music platform. The new identity uses a morphing logo, modular sticker system, and textured digital aesthetic to reflect genre fluidity and tactile familiarity. Hillebrand’s design balances flexibility and consistency, enabling Paradiso’s team to maintain the brand’s visual integrity across digital and physical touchpoints.
The Brand Identity’s 'The Edit' highlights five new branding projects from global studios, including Sasyk Mihal’s rave-inspired identity for Page Break, Parker’s Palm Springs–infused skincare brand 760 Skin, Sylvan Hillebrand’s bold work for ARTIZSOUL, U.I.WD.’s sentimental rebrand for fashion house MIXED, and MEK’s science-driven identity for impact investment firm Understorey. Each project showcases distinct visual strategies, from expressive typography to nature-inspired palettes.