project overview
branding
motion graphics
Animation
YDD, an emerging Tech House producer from San Diego, approached me with a proposal: to create a brand, logo assets, and concert visuals that capture their style, dualistic sound, and personality, allowing them to stand out amidst the fiercely competitive music landscape while reflecting their artistic vision. The client wanted their brand to draw inspiration from the raw, expressive nature of graffiti and urban art combined with a dynamic yet polished aesthetic. Central to the project was the creation of a logo reflecting YDD's duality, a symbol of his multifaceted musical persona.
The brand elements and visuals are intended for multifaceted use across social media, music streaming platforms, cover art, live events, and various other mediums. The challenge lies in crafting a brand identity that seamlessly melds a clean yet urban art aesthetic while also capturing the essence of their dualistic sound.
solution
My approach to crafting YDD’s brand identity was centered on collaborative exploration and visual refinement. We delved into their various concepts for visually depicting duality, ultimately choosing to symbolize it through a fusion of devil and angel imagery. Responding to YDD's preference for clean yet graffiti-inspired typography in their logo, I embarked on the exploration of various typographic styles that could seamlessly integrate with the devil and angel motifs.
Each iteration of the logo, from typography exploration to refining visual elements, was guided by ongoing dialogue and feedback. This collaborative journey led to the creation of a cohesive logo and logo assets that serve as the foundation of YDD's brand, seamlessly extending into concert visuals that amplify the themes of duality and urban expression.
