London-based creative agency DixonBaxi worked with Roli's founder, Roland Lamb, to form a brand identity that would inspire musicians. The insight that while all musicians and groups are different, they are united in their desire to express themselves, is core to Roli’s new brand strategy. The identity is rooted in the keyboard motif and uses subtle colours to both set it apart from other music tech brands and evoke warmth. One standout feature of the design system is that the Five Dimensions of Touch used by musicians are reflected across its motion language.
