Client project · Brand + interactive website
Sorelle Sound is a music company with offices in London, UK and London, Ontario. The client sent me one concept image and a page of ideas. I designed the brand and turned the whole website into one room you can walk around in.
I sent Ivan one screenshot and a pile of notes. Seven days later I was walking around my own studio. He took the idea and ran with it, and the new branding is better than anything I'd imagined.
The brief
Chad sent me a single ChatGPT image of a moody studio lounge and asked, "can you build this?" It had a feeling, but it was one flat picture: no real layout, nowhere for the pages to live, and nothing you could click.
I rebuilt the room from scratch around his site map, then we sat down and covered my flat version in notes. Every note became something that works.
Ideas into systems
Chad's ideas were quick notes. My job was to turn each one into a system that feels smooth and obvious, so nobody needs instructions.
Chad can change every word on the site, from the genres on the shelf to the services menu, in one text file. It all runs on a single 2D canvas, tuned to stay smooth on a 2019 Galaxy Tab S6.
Artist roster
The roster lives in a record shelf. Tap it and the room zooms in. Every cubby is a genre, and you flip through its records like crate digging.
Pull one out and the disc slides out of its sleeve, spins and starts playing. On a computer the shelf drifts after your mouse; on a phone you swipe.
The studio
The lounge is only half the place. Open the doors and you walk through into a mixing studio, a whole room of its own with the console, gold records and its own lighting. The camera follows you in without a cut.
The studio TV is where the work lives. Tap it and it grows smoothly until it fills your screen, then wakes up into SorelleVision: a clean, Netflix-inspired browser with a featured project up top and rows of sync placements and original music underneath.
Lounge to studio to SorelleVision in one move, with a few things to poke on the way. On Sorelle's own site every tile plays a real placement; in my copy they're left blank.
Character
Every room needs someone to clean up. The roomba patrols the rug, finds his way round the furniture, and gets upset when anything's out of place. Try him: throw the coffee off the table, or tap the bin.
Throw the coffee, or tap the bin
Brand + process
I designed the logo and grew the brand from the one colour the client gave me, Sorelle pink.
The props in the room started as AI images. I used them as raw material: I fixed their perspective so they belong in one room, repainted what was wrong, matched the light and cut them into parts that move. Plenty got thrown out and remade, like the stool and fridge here.
Drag to compare.
Ivan Jarvis: brand and logo, art direction, composition, interaction design, illustration and paint-over. Props, album covers and the client's concept started as AI images; the code was built with AI assistance under my direction. Sound on for the full thing.
