ADOR, the independent music label under K-pop giant HYBE, has unveiled a new short film that captures the essence of their brand identity, leaning into the concept of ‘All Doors One Room’ quite literally.
Titled The Room Hunt, the newly released visualizer follows two individuals who go searching through four different doors, with each marked A, D, O, and R. As they search through the doors, they find themselves discovering surreal and symbolic settings wherein whimsical and captivating imagery unfold. As stated in an official press release from HYBE, such artistic metaphors “reinforce ADOR’s creative foundation and its fluid, expansive vision for the future.”
“ADOR frames the film around four symbolic elements: Lab, Door, Key, and Human, representing the label’s creative flow. The narrative portrays how ideas (Key), refined within ADOR’s creative environment (Lab), unlock doors to new worlds (Door), ultimately reaching audiences (Human),” they continued.
Together with the release of the new short film, the label also introduced their new brand image animations and short-form content as part of their efforts to evolve their public identity. While the renewed imagery maintains the logo’s familiarity while enhancing its versatility, it is also meant to “evoke musicality and the opening of new dimensions” as part of their efforts to showcase their continued expansion (and evolution) as a music label.
ADOR was initially founded in 2021 as part of HYBE’s multi-label system, and soon garnered worldwide prominence for their distinctive identity as the home behind the worldwide K-pop phenomenon NewJeans.
Check out ADOR’s new brand film, The Room Hunt, below: