BRUT. Building a modular sound experience.
BRUT is a modular speaker brand that connects sound, design and contemporary culture. An expandable ecosystem built around customization, self-expression and the way people experience music.
Project developed alongside Álvaro y Miró, Beatriz Muñoz and Elena Ivars. Mentored by Alejandro Peiró, Cecilia Rodríguez and Rubén Alí.
Problem
The audio industry is dominated by technical communication, leaving little room for identity and self-expression. Our challenge was to rethink the speaker as a cultural object rather than just a functional device.
Research
Finding the opportunity. A competitive benchmark revealed predictable visual identities, limited customization and a strong focus on performance.
We identified an opportunity to connect technology with culture, targeting young creatives and early adopters who value design, individuality and personalization.
Decisions
System-first. People-driven.
We developed a modular ecosystem that puts users in control of their sound experience.
Five interchangeable skins allow users to customize their speakers, while a flexible brand identity translates modularity into a visual language.
Identity
Making technology expressive.
I led the creative direction, developing a visual universe that combines minimal graphic elements with expressive product imagery.
Rooted in internet-native Gen Z culture, the identity draws from online subcultures, hyper-digital aesthetics and contemporary fashion, combining futuristic textures, exaggerated forms and a playful attitude.
From product imagery to packaging and campaigns, the visual system adapts across different touchpoints while maintaining a recognizable identity.
Each skin brings its own personality, allowing BRUT to explore different aesthetics within a cohesive visual universe.
E-commerce
Simplifying through storytelling.
The main UX challenge was making a modular product system easy to understand within a single-page shopping experience.
We used scrollytelling to guide users from discovery to customization. Inspired by Apple's approach to product storytelling, we translated technical specifications into engaging, easy-to-digest visual cards.
The shopping journey follows a progressive logic: discover the product, understand its features, choose the core system, and expand it with additional modules and skins.
This approach turns a complex product into an intuitive shopping experience.
Brand Launch
Culture before conversion.
We developed a launch concept connecting BRUT with music, nightlife and creative communities.
Through a music-led event and a physical pop-up, the strategy aimed to build cultural relevance and brand recognition before focusing on conversion.
Result
More than a speaker.
The result is a cohesive brand concept connecting product, visual identity, digital experience and cultural activation.
A flexible ecosystem designed to grow with its users and turn sound into a form of personal expression.
Reflections
Creative direction in the age of AI. I led the visual creative direction, using AI tools such as Magnific to explore, refine and bring my ideas to life.
The process allowed me to experiment with different aesthetics while maintaining a consistent visual language across product imagery, digital experiences and campaign assets.
Rather than defining the creative direction, AI became a tool to express it. The final result reflects my own graphic universe and reinforced the importance of creative judgment, experimentation and consistency when working with emerging technologies.