Visualizing Sound.
A Modular Visual Identity for Beam Steering Company.
FOHHN x JoussenKarliczek
Briefing
The Challenge
Fohhn had a premium product and a genuinely differentiating technology (beam steering), but their go-to-market story was stuck in spec sheets. The sales team could explain what the product does, but they lacked a compelling, brand-led narrative that made people feel why it matters.
At the same time, their existing beam steering visuals felt dated, which created a perception gap: Fohhn was delivering high-end engineering, yet the brand presence did not consistently signal “premium” at first glance.
My job was to translate their new brand vision (“Colors of Sound”) into a visual system that would do what great marketing needs it to do: create instant understanding, emotional pull, and repeatable assets that perform across channels.
Benefit 01
Premium
Brand Perception
Contemporary beam steering visualization that reinforces technical expertise and premium positioning.
Benefit 02
Enabling
Sales Team
Key visual language that lets sales introduce Fohhn through emotion and meaning, not just technical specs.
Benefit 03
Easy to Use
Visual Toolkit
Modular asset library & interactive Toolkit enabling faster rollout and fewer one-off production requests.
The Result
3D Visual as a Brand System,
not a one-off render.
Precision
The dotted structure signals control and technical accuracy.
Direction
Curved trajectories and focus points visualize steerability and intent.
Atmosphere
Soft gradients and flowing motion create emotional immersion.
Solution
Application
The core idea was to make sound visible, not as a vague metaphor, but as a precise, engineered force.
Fohhn’s beam steering allows sound to be directed with surgical accuracy. Instead of filling a room indiscriminately, sound becomes something you can shape, guide, and place exactly where it needs to be.
At the heart of the system is a generative, volumetric form built from thousands of precise points.
Process
How we worked
1. Research / Inspiration
We aligned the direction with Fohhn's brand manifesto ("Colors of Sound"), ensuring the output would work as strategic storytelling, not decoration.
2. Exploration
I produced multiple visual explorations in 3D, then narrowed into a clear system with defined rules for materials, lighting, motion, and composition. Feedback loops via Figma and async updates kept momentum high and decisions clear.
3. Production
I pressure-tested the system across real applications (website, trade fair) and delivered Cinema 4D + Redshift assets structured for Fohhn's marketing team to reuse and extend independently.
In my opinion, Tobias is not only an outstanding, passionate, and well-organized 3D designer, but also someone who thinks proactively, inspires, contributes ideas, and is completely brand-focused. This makes the collaboration and the process truly "flow" ;) It's simply a pleasure and a joy to work with him, both professionally and personally!
Christian Endres,
Creative Director at JoussenKarliczek
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