Rayvox
Mateo Blae
Brand identity framework, naming, positioning, packaging and paid media strategy for an original, premium line of tools for voice professionals.
Over a 20-month period, I led the restructuring and rebranding of Rayvox, a company dedicated to creating products and tools for voice professionals to practice and habilitate their voices. Initially, I redefined the brand’s Mission, Vision, and Values, and designed a new logo. The brand structure was then solidified with a new name for their flagship product, The SOVT Straw, which was rebranded as Resono. This new name marked a turning point in the company’s trajectory, setting the stage for it to become an industry leader for singers and actors.
The completely new Rayvox identity is a result of a more assertive direction fed by a new brand strategy. A more intelligent, sophisticated, and audacious brand that reflects the new face of products for the human voice.
Taking centre stage in the identity, the trademark is inspired by sound forms, such as the human voice projection and reverberation. Voice projection is the strength of speaking or singing whereby the voice is used powerfully and clearly. It is a technique employed to command respect and attention, as when a teacher talks to a class, or simply to be heard clearly, as used by an actor in a theatre.
The wordmark design also references the shape of vocal resonation, which is the process by which the basic product of phonation is enhanced in timbre and/or intensity by the air-filled cavities through which it passes on its way to the outside air. The finalized design represents voice reverberation, the sound path from the mouth and its persistence of sound, or echo after a sound is produced. The sonic logo complements the wordmark design. Besides the sound form, the circles are used to form the letter O and X from Rayvox.
The tagline “Get voice ready” brings the main mission of the company, to maintain, train, develop, and habilitate their voices, and reveal their vocal potential.
Supporting their bespoke letterforms is the implementation of Production Type’s Stratos, whose pragmatic and empowered structure not only complements the wordmark’s expressive functionality but also mirrors the attitude of Rayvox itself. The proportions between its upper and lowercase letters make it unique, highlighting the appropriate friendliness of the typeface’s horizontal terminals and rounded punctuation in its lowercase letterforms. The condensed capital letters echo the logo directly.
The typeface FK Roman Standard – designed by Florian Karsten studio – is used to bring a level of sophistication and harmony to the identity. In addition, the words follow their own twisting circular paths that meander and break off. The final logo design is simple, distinctive, and communicates the company’s stature. The large, solid letters signal that Rayvox is a serious, world-class company.
Beyond the rebranding, I suggested and developed new products, such as the Voice Journal (a practice diary for singers, in partnership with the Royal Opera House), Resono Flex (a singing straw for habilitation under water), Vocalitea (a tea for voice professionals), and Voice Monday (a weekly newsletter with curated articles and resources for voice mastery). These initiatives culminated in a marketing campaign at MusicalCon 2023, where the first printed version of Voice Monday was launched.
Throughout these months, my guidance and branding strategy helped solidify Rayvox’s presence in the consumer’s mind. A key component was the connected Paid Media strategy, executed across Instagram Ads, Facebook Ads, TikTok Ads, Google Ads, YouTube Ads, Amazon Ads, and specialized blogs. With objectives focused on Engagement, Leads, and Sales, these campaigns achieved an impressive ROI of 900%, driving sales and customer engagement. This integrated marketing strategy, developed by me, ensured the success and recognition of Rayvox in the market.
Client: Rayvox
Sector: Retail
Discipline: Brand Identity, Paid Media Strategy and Digital Marketing Management
