Purpose by AK Logo

AUX-inspired identity designed to amplify artists and ignite global connection.

The Challenge

Purpose by AK is a creative collective rooted in music, lifestyle, and sustainability — bridging the gap between storytelling, PR, and sustainability. Founder AK needed a bold, meaningful identity that captured his mission while resonating with DJs, artists, and music industry insiders. The goal: design a logo that visually reflects the brand’s role in helping artists connect with purpose — and reach audiences across the globe.

The Solution

I designed a logo inspired by an AUX cord, with the cable itself spelling out Purpose — a symbol of connection, creativity, and music culture. The circular form reinforces music as an all-encompassing, shareable experience — like passing the AUX or being a part of a community. Taking a content-first approach, I animated the logo to draw itself in real time, pulsing with energy as it wraps into a loop. The result: a versatile identity symbol built to captivate on social, create instant brand recognition across platforms and potentially stand out at live DJ events.

“The animated logo became a signature visual — optimized for short-form content, and social reels, while the core mark extended seamlessly across merchandise, event branding, and digital platforms.”