Visual Narrative for a B2B Music Service

Project Overview

Zvuk is a B2B music service that provides music for points of sale. The project focused on building visual narrative tools that could support the company’s marketing and sales communication.

My role was to define visual language principles and apply them across key touchpoints, including website materials, social media graphics, and pitch decks.

• Client: Zvuk
• Role: Brand Marketing Designer
  
• Scope: Visual narrative system, illustration guidelines, website visuals, social media graphics, pitch decks
• Tools: Figma, Illustrator, After Effects
• Year: 2022

Challenge

The main challenge was visualizing an invisible product.

Music is usually shown through personal listening experiences, but Zvuk’s product was music for business environments: stores, retail spaces, and points of sale. That made the product harder to explain visually.

The company needed a way to communicate abstract value: atmosphere, customer experience, brand fit, and business use cases.

Solution

The core decision was to use illustration as the main visual narrative tool.

Illustration made it possible to show things that are difficult to photograph: sound, mood, movement, atmosphere, and the invisible effect of music in commercial spaces. It also allowed the brand to exaggerate important ideas, simplify context, and create visuals for different business scenarios.

Another advantage was adaptability. Since Zvuk often used tailored pitch decks for enterprise clients, illustrations could be recolored and adjusted to fit client-specific brand contexts.

To control production time, I built a reusable illustration asset library. This made it possible to create new visuals faster without drawing everything from scratch.

Deliverables

Visual Narrative Guidelines

A set of principles for using illustration to explain abstract music-related concepts in a clear, business-friendly way. Each illustration typically consists of three key elements: 1 — a character representing the client’s business or customer; 2 — a background element associated with the client’s industry; 3 — a background color that aligns the illustration with the brand identity.

Illustration Asset Library

Reusable illustration components that helped speed up production and keep the visual language consistent.

Pitch Deck System

Presentation visuals and tailored deck materials for enterprise sales communication, including recoloring for different client contexts.

Social Media Graphics

A broader set of illustrations and visual assets that allowed the marketing team to cover different topics in social media communication.

Website Visuals

Illustrations and visual materials used to explain the product and its business value on the website.

Outcome

The visual narrative system helped Zvuk communicate an abstract B2B service in a more concrete and visually clear way.

The approach scaled across website materials, social media, and more than 200 tailored pitch decks used by the sales team. It gave the company a reusable visual language for explaining music as a business tool, not just an entertainment product.

Get in touch

More of my case studies

Brand Identity for Crypto Payment Product

Color strategy, logo direction, typography, and applications across digital and physical touchpoints for crypto payments processor.

PPC Creatives Under Strict Brand Guidelines

A design system and production workflow for creating performance marketing assets within partner brand guidelines.