the missing pixel

Northway Records

A label logo that plays along with the music. We built a motion identity that moves to the beat, from the first sleeve to the last stage screen.

Client
Northway Records
Year
2025
What we did
Motion identity
Timeline
14 weeks, Dubai and London
Studio microphone lit green and gold against a red glow

The problem

Cloudline had a formula salons loved and no brand at all. The shelf they wanted was a wall of lab coats and percentages.

The brief: sit next to prestige labels in a department store, still feel warm on Instagram, and fit on a pack small enough for a travel kit. No pressure.

The missing pixel

Nobody in the category was selling the feeling. So we did. One pink, one image, one rounded wordmark that looks like it’s exhaling.

Texture, not colour, separates the range, so the shelf reads as one calm block. We shot the campaign in a single day on a soft-sculpture set and cut it into a 20-second film for launch.

A Northway record sliding out of a red sleeve, lit red and green
A fanned stack of Northway record sleeves in red, green and cream
A cream cassette tape with a red Northway label on deep green
A row of glossy red and green level bars, like a sound meter

What happened next

Measured six months after launch.

  • sell-through against the category average
  • salons and stores in year one
  • views of a 20-second film about clouds

We came in with a formula and a feeling. They turned the feeling into a brand. People pick the bottle up just to find out what it feels like.

Ama OwusuFounder, Cloudline

Credits

  • Creative directionNaina Sethi
  • StrategyMarcus Bell
  • DesignLeila Haddad, Ana Sofía Reyes
  • WordsClara Whitfield
  • MotionKenji Park
  • ProductionMei Lin
Next projectDrift Campers
Glowing bell tent under olive trees at night

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