Humans Are Analog: A new way to record in-studio
Giving musicians direct control over their own mix
Humans Are Analog
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ClientHumans Are Analog
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IndustryTechnology
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ServicesIndustrial Design, Engineering, Brand Design
The Opportunity
Reimagining the recording studio experience
Humans Are Analog came to Smart Design looking to reimagine the recording studio set up, bringing musicians closer to the sound mixing process. After years in recording studios, the problem became clear that musicians are forced to rely on engineers just to adjust what they hear. While solutions exist, they are often so complex they distract from the real reason everyone is there: to make music.
Creating an intuitive experience while establishing a brand identity
Humans Are Analog had a different vision. Give musicians direct control over their own mix through a simple, tactile interface, while giving studios the flexibility and connectivity of modern audio technology.
Smart was brought in to help bring that vision to life. This meant more than just designing the hardware. We needed to define the brand, establish its visual language, and create a product experience that made the technology feel intuitive.
A functional prototype, needing design
Every decision about the user experience could affect the electronics, while the internal architecture could introduce new constraints for the physical design.
Getting hands on in the studio
We visited recording studios, spoke with subject matter experts, and researched products both within and outside the audio category.
Our Process
Connecting hardware, software, and user experience
One of the biggest opportunities was finding the right balance between what happens inside the product and what happens on the surface. The system is built around three connected parts. Individual satellite mixers give musicians direct control, a central controller connects them to the engineer, and a rack-mounted unit manages the underlying tech automatically in the background.
Letting the artist get hands-on
We created multiple directions before honing in on the final vision, from a conventional, engineer-oriented one to a softer, artist-friendly version.
Finalizing the vision for launch
In-house design and engineering teams working as one to translate the breadboard prototype into a viable product.
Building a brand that works as hard as the product
At the same time, we developed the visual expression of Humans Are Analog. We explored multiple visual design directions, translating the brand’s philosophy into the physical product. The goal was to create something distinctive without making it cryptic. Controls needed to be clearly organized and immediately understandable, while still giving the product a unique point of view.
Brand and product developing together
The name, logo, visual language, industrial design, and user experience became parts of one cohesive expression.
Taking the product from vision to market
We coordinated the entire first run production, building them in-house for the launch at the AES tradeshow.
The Impact
From working prototype to finished brand
Smart Design helped Humans Are Analog move from a working prototype to a functional brand. We brought the name and brand to life, established a visual brand language, and translated that identity into the product itself. Resulting in a premium recording tool designed around a simple idea: musicians should spend less time fussing with technology and more time making music.
Focusing the recording experience on what matters most, for everyone
For recording studios, that means creating a more conducive environment for musicians to do their best work and differentiating them from competitors. For artists, it means having more control over their own mixing experience directly in their hands.
With the brand and product foundation established, Humans Are Analog can now take the system into manufacturing, launch, and the professional audio market.