SOL REPUBLIC was a brand centered around music as not only punctuating life but everyone needed Soundtrack Of Life. They regularly rolled out new products, like the Deck wireless speaker and Calvin Harris Master Track Studio headphones. Still, they were not known to a broader audience (beyond the EDM crowd) for being the audiophile’s go-to product.

We created the MUSIC MADE ME DO IT campaign and brand book to reach a wider audience of music heads. The branding focused on the innate truth that music is the universal language. It can tap into deep emotions and memories, shift the energy in a room, and make people feel and act unexpectedly. MUSIC MADE ME DO IT was a battle cry for the brand so passionate about what music can do.