Parallel Sound
By Tia Nieland
An application allowing users to stream live concerts from their favorite artists on their device of choice, while supporting and donating to the National Parks Service and similar organizations.
Parallel Sound
by Tia Nieland
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Parallel Sound was the result of an exploration of how live music could potentially be distributed without a physical connection. Concerts are exponentially harder to make a reality for people who do not live near a populated city, have certain factors that lead to a lack of accessibility to actually attend (ie kids, disability, money), or do not want to go to a concert alone. 

Parallel is named because of the interpersonal connection created between the artist and the listener during a concert. This is the main reason why people attend and LOVE to do so. But if this connection can be recreated to purely virtual in your own space, then it creates two factors or parties that never actually touch. Hence, the name Parallel. 

When a listener would stream a Parallel concert, they not only would be getting a personal and intimate viewing experience, but also making a difference in supporting our natural land. One of the main reasons Parallel was created was to give back through the app. Half of what is paid for each concert (which is always less than $10 each) would be donated to an organization that keeps our national parks clean, protected, and safe. With the digital interaction being limitless, Parallel could raise money and create awareness while viewers enjoy something they love. 

In our current state of our society, we are living in a contactless world. Most things we do currently are either digital or purely natural. Parallel sees the actual connection of our digital to our natural world, and wants to move forward while embracing what is left. These times have prepared us for situations where face-to-face contact is not possible, or even needed. 

Part 1: Branding

Brand Guidelines

Maintaining a simplistic and modern brand is the main goal for Parallel. Since it is an application, it should be bold and attention grabbing yet still remain connected with the overall mission. Parallel is a great word to use for visual attention, since it has actual parallel lines in the two L’s. The simple line below keeps most of the focus on the striking type, but creates a design asset to play with in the branding. 

The wordmark has a strong sans serif as the display, with a balance of a serif for additional headings. Neue Haas Grotesk was chosen as the main font since it has multiple weights for different uses, and looks great with print as well as digital content. The color theory of Parallel was if you would take colors from the national parks, but gave them an electric shock. This then creates a great contrast between each bright color, but they work incredibly well together. 

The copy and slogans of Parallel is fun and upbeat, while still informing you of what the application does. It brings the concert to you, promotes discovery from each side of the application (viewer and artist), and contributes to organizations and nonprofits that save our natural Earth.


Brand Assets

Branding assets use the primary color palette because of the color harmony within these four colors. Each color has a specific design for the business card, with the wordmark being split to a parallel grid. The back then has the primary color logo in voltaic green, in contrast to the full color front. Any patterns used in creation for Parallel should use the four primary colors. 

With any promotion, Parallel wants to be transparent and informative. This includes copywriting that is straight up and tells the viewer what the application is, what it can give to the viewer and artist, and the impact when you tune in to a concert. This includes posters and social media. 



Social Media + Promotion

Social media is how Parallel would be promoted primarily, but is not limited to print. Social media platforms like Instagram can allow sharing from Parallel’s account, artist’s accounts, organizations, and viewers. Four examples of content that Parallel would post to their socials would be: 

  1. artist highlight
  2. the month “unplugged” – meaning all concerts in that month with dates and times
  3. a call to action
  4. and logo, motion, and imagery connected to the brand

Motion graphics (within the constraints of the brand guidelines) are another way that Parallel could connect with their social following. The Parallel wordmark can be adapted in multiple different ways while still being bold, sleek, and modern is how the brand would be successful. Having visually interesting and bright content would keep the viewer interested when scrolling through the feed. 


Part 2: Application and UI/UX

The actual application should be cohesive with the simple and modern idea of Parallel branding. Having simple and clean screens with fluid transitions between each screen was a goal when creating the prototypes. The navigation includes five elements: 

  1. discover 
  2. calendar
  3. about
  4. stream
  5. search

The “discover” screen is where you would see new artists that are streaming in the upcoming weeks, your upcoming concerts you’ve subscribed to, and recommendations depending on your algorithm. The “calendar” gives you options to see all concerts available in that given month, week, or date. The “about” works as the reasoning why Parallel helps and supports the National Parks Service and other organizations, with additional links to get involved further. The “stream” screen is where you would go to actually start a concert. Lastly, search allows you to directly search an artist and see if they have any upcoming concerts on Parallel. 

These screens are minimal and clean, but give a sense as to what Parallel could actually look like. The animations within and between screens would be essential to providing the user with a beautiful experience in the application. That is really the exploration of Parallel, how to create the best user friendly application, while still being informative and to the point. 

Intro Animation





Final Thoughts

This journey of creating Parallel was a long, yet beautiful experience. It was truly a roller coaster filled with ups and downs, including research, trials, concepts, and unexpected events. I would have never expected what has happened along these four months, but have learned so much. Before this, I never really thought about user experience as a possible design opportunity, but this has contributed to changing my mind. With my own design process through this project, I have learned about adaptability and to keep pushing despite what could potentially happen in such a short time period. 

With that said, thank you for viewing my project. Feel free to reach out with any questions, comments, or concerns. Thank you!

Tia Nieland was repsonsible for posting the content on this page. Any inqueries should be directed to the contact information listed above.