ROLI
ROLI:
Redefining Music, Scaling Fast.
ROLI creates revolutionary instruments that are designed for endless expression, deep sonic exploration, and a joyful playing experience. We created a new brand for ROLI, one of the world’s most innovative music instrument makers. The new brand unites two previously siloed audiences under one inspiring vision.
A founder-led vision to reach one billion people.
At the heart of the collaboration was Roland Lamb’s dream of empowering one billion people to make music. Through a highly collaborative process, we distilled his philosophy, vision, and ambitions into a cohesive brand strategy. This strategy would guide ROLI’s breakthrough products and experiences, moving beyond instrument-making to unlocking music’s potential for people everywhere.
Revolutionising the keyboard for the 21st century.
The challenge? Creating a brand that speaks to everyone from Grammy winners, to first-time players; investors to everyday creators. What connects them isn’t skill, it’s the urge to express. To free the music inside. That simple, powerful idea sits at the heart of the brand: ROLI exists to help people play, create, and express without the pressure to be perfect.
A Symbol of Sound and Possibility.
ROLI is built on invention. From the revolutionary Seaboard, to tools that reshape our relationship with sound, it’s always challenged the norm. The new brand captures that spirit. The ROLI symbol, inspired by five piano keys, becomes a universal mark of musical possibility. Elegant. Timeless. An open invitation to explore your creative edge.
Tactile by Nature. Intelligent by Design.
Rooted in the keyboard, the new identity expands into a tactile, intelligent system that speaks to everyone. It balances ROLI’s boundary-pushing technology with a warm, human aesthetic. WITH soft, textured colours replacing the loud tones typical of tech. Every detail is crafted to feel like playing a ROLI instrument: intuitive, expressive, and beautifully responsive.
Where Touch Becomes Brand Language.
ROLI’s motion language is born from the way its instruments are played. The brand moves with the same Five Dimensions of Touch that define the music: glide, press, lift, strike, slide. Each animation mirrors these gestures, creating a brand experience that feels as expressive and responsive as the instruments themselves.
An Adaptive Spectrum for MUSIC makers.
Inspired by the Circle of Fifths, the colour system adapts to the full spectrum of ROLI’s audience. Rich, vivid tones speak to pros. Light, playful hues welcome new creators. Like musical harmony, the palette shifts and blends reflecting ROLI’s belief that music should be open, expressive, and for everyone.
A voice for every musician.
ROLI’s new voice is warm, encouraging, and direct, cutting through the often-technical jargon of music technology. The focus is on simplicity and earnestness, speaking to the heart of why people make music: to connect with themselves and others.
We searched for the essence of what we have been doing the last several years, and what we want to do going forward. And at the end of the day, it was very simple. We decided to embrace our boldest hopes and dreams.