From Vision to $10M Seed Round: How Strategic Branding Helped UDIO Succeed
We’d love to share UDIO’s branding success story with you, in the hope that it might inspire you too.
UDIO is changing the way music is created by turning simple prompts into original tracks. Founded by two former Google engineers, UDIO makes music creation easy and fun, whether you’re a professional musician or just someone who loves music.
In a crowded field, UDIO stands out because the founders brought deep technical experience from Google. It’s not just another AI tool — it’s built specifically for musicians, blending human creativity and advanced AI.
One of the most interesting facts of our collaboration was UDIO’s pioneering nature as a start-up. They were the first to introduce a native, hard-coded AI music creation solution, and they needed their branding to convey that without words. It was a real challenge to create something truly unique.
And we did.
AI Musicpreneur highlighted how UDIO quickly became popular for its smart mix of AI technology and human artistry. But what exactly did Outcrowd do to help bring UDIO to life? Let’s break it down.
1. Laying a Solid Foundation: Outcrowd’s Discovery Process
When we started branding UDIO (initially called “Project Uncharted”), we took our time. We didn’t just think about visuals; our goal was to clearly reflect UDIO’s technology and creative vision.
Branding a product as innovative as UDIO, which back then was known as “project Uncharted”, required meticulous discovery. At Outcrowd, our approach to the discovery phase was intentionally strategic and comprehensive. The aim was not just to produce attractive visuals but to fundamentally align UDIO with its ambitious technological and artistic vision, which is a critical value-proposition differentiator for the start-up.
We started by talking deeply with UDIO’s founders. They described their approach, their goals, and what made their product special. These conversations gave us the insights we needed to build a strong brand identity.
We kicked things off with a deep Q&A session where the UDIO team shared their vision, how they saw themselves in the market, and where they wanted to go next. These conversations gave us a clear window into how the founders think and what really mattered to them. That understanding became the backbone for building a brand that actually reflected who they are and what they’re building.
Our notorious art director, William, guided the creation of moodboards. We explored visuals inspired by sound waves, rhythm, and digital innovation, capturing UDIO’s unique personality.
We stayed in sync via Slack, sharing regular updates and acting fast on feedback. This flexible workflow helped the UDIO team give quick, precise input, so we avoided extra rounds and used their time efficiently.
Normally, we trust founders to know their business best. But for UDIO, we also conducted our own visual research to find a look that clearly represents AI-generated music.
2. Refining the Brand: Iteration Makes the Difference
Outcrowd takes an iterative approach to design, and that became a key factor in UDIO’s success. Instead of pushing a single vision, we developed the brand step by step. Each new iteration brought UDIO closer to its ideal identity, combining client feedback with market strategy and positioning.
Early logo designs focused on abstract representations of sound. Client feedback quickly pointed us toward a cleaner, more modern aesthetic.
Midway through the project, UDIO’s founders pivoted the product’s name from “Uncharted” to “UDIO” to avoid confusion and trademark wars with a famous video game series. We supported and accepted the decision!
We adapted smoothly, preserving the initial concept — a glitch-inspired lowercase “u” symbolizing creativity and digital innovation.
Typography choices were made carefully for consistency across all branding materials.
We also put real thought into the colors. The raspberry shade stood out as bold, memorable, and closely associated with AI music, yet still familiar to users of software like FL Studio, Ableton, or Logic. We added complementary colors to keep things flexible.
Custom minimalist icons were created to enhance the user experience without distractions. Finding the right balance between functionality and visual appeal became a defining aspect of UDIO.
3. Brandbook and Beyond: Lasting Impact
The final brandbook, put together by Anna (Lead Designer) and Dmitriy (PM/BA), provided clear guidelines for logos, typography, icons, colors, photography, and social media.
Alongside the brandbook, we created over 50 social media posts to keep users engaged while we’re finishing the last touches of the guidelines.
This brandbook turned out to be more than a short-term resource — it became a long-lasting tool still in use today. And that’s truly the best compliment for our design team.
4. From Launch to Real Success
The thoughtful branding quickly paid off. Soon after launching, UDIO secured an impressive $10M seed round investment from investors who clearly saw its potential.
Today, UDIO attracts over 3.3 million monthly users, showing its strong position in the market.
The founders later shared that having a clear and strong brand identity significantly boosted investor confidence. UDIO’s story is proof that great branding directly supports growth, investment, and user engagement.
5. Behind the Scenes: Expert Insights
Our iterative branding process was all about balancing creativity with practicality. Designers consistently tested concepts to ensure clarity and ease of use.
Our creative director, William Grace, explained it simply: “We didn’t just create nice visuals, we built a brand that clearly communicates UDIO’s innovative spirit.”
The UDIO team often told us, “You truly understood what we were looking for,” describing our final design as “exactly what we envisioned — innovative, clear, and impactful.”
UDIO’s Lasting Influence
At Outcrowd, we see UDIO’s continued success as proof of great collaboration, careful design, solid research, and creativity.
Today, clients still come to us inspired by UDIO’s success story.
UDIO — July 2, 2025. And yes, they still love it.
Explore UDIO’s groundbreaking platform and transformative technology here.
Read on Forbes: How UDIO’s brand and tech caught investors’ attention
Truly grateful to Oleg Babуch for his thoughtful contribution to this case study.
